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Contemporary Approaches of Digital Marketing and the Role of Machine Intelligence
Digital marketing emerged as a natural response by companies and vendors to leverage and benefit from the significant consumer concentration on digital channels. This proliferation of IT applications and the enormous presence of customers in digital channels generate a large number of products and customer data. Machine learning and artificial intelligence are game-changing techniques in digital marketing to analyze this data. This analysis helps marketers to personalize the sales tools toward individuals, optimize their operations, and minimize expenditure. Contemporary Approaches of Digital Marketing and the Role of Machine Intelligence demonstrates relevant theories of digital marketing a...
Optimizing Leadership and Governance in Higher Education
Optimizing leadership and governance in higher education creates an environment that promotes academic excellence, innovation, and inclusivity. As institutions face challenges from technological advancements, demographic shifts, and global competition, effective governance structures and leadership development becomes critical when navigating these challenges. By prioritizing transparency, collaboration, and adaptability, educational leaders develop a culture of shared responsibility and continuous improvement, empowering faculty, staff, and students to engage in their own educational experience. Exploration into the commitment to optimizing leadership and governance in higher education can ...
Overcoming Challenges in Online Learning
This book examines four distinct areas of education that suffered as a result of the COVID-19 pandemic in Asian and African regions, and tackles the challenges and barriers that came as a result of the shift to online learning. Presenting perspectives from China, Malaysia, Nigeria, and the UAE, chapters frame research within the context of "innovation experiences" to explore transformative learning theory, and set out the ways in which leaders, educators, students, and parents adapted to learning during the pandemic. Foregrounding four central topics (challenges and barriers; teaching and learning; assessment; educational technology; and interactive learning environments), the volume provide...
Knowledge Management and Research Innovation in Global Higher Education Institutions
Research and knowledge management are important to higher education institutions as a means of improving their operations. The rapid growth of data and technologies triggers data transformation into useful information, known as knowledge. Nowadays, people are aware of the worth of knowledge and the methods used to obtain, recognize, capture, save, and leverage it, so that knowledge can be shared without losing it. Effective knowledge management programs identify and leverage the know-how embedded in work with a focus on how it will be applied. The challenge in knowledge management is to make the right knowledge available to the right people at the right time. Knowledge Management and Researc...
Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future
In the wake of increasing consumer and stakeholder concerns regarding environmental and social issues, and the vulnerabilities exposed by the COVID-19 pandemic, sustainable marketing has emerged as a critical aspect of modern business strategies. Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future provides a comprehensive and timely exploration of the key concepts, trends, and challenges in sustainable marketing within today's dynamic business environment. This book delivers an extensive overview of sustainable marketing, covering a diverse range of topics. It delves into the role of sustainable marketing in addressing environmental and social concerns...
Management and Marketing for Improved Retail Competitiveness and Performance
The growth of companies' online presences is an unquestionable reality. However, not everything goes online, and the physical presences of companies continue to exist, with the physical retail point of sale as a place for experimentation and immediate consumption, brand showroom, and support for online sales, which are fundamental to the shopping experience. Managing a retail point of sale implies acting on several fronts, bearing in mind the market requirements, the point of sale's brand strategy, the strategies of the brands being sold, and all other aspects related to the management of a business, while considering the specificities of a retail point of sale. Management and Marketing for Improved Retail Competitiveness and Performance provides knowledge and skills to allow readers to understand and apply the different concepts, techniques, and tools to manage a retail point of sale in the various aspects of a business. Covering key topics such as advertising, client loyalty, and merchandising, this premier reference source is ideal for business owners, managers, marketers, researchers, scholars, academicians, practitioners, instructors, and students.
Embracing Business Sustainability Through Innovation and Creativity in the Service Sector
With the ever-increasing pressure and rivalry in the global business environment, businesses must develop sustainable practices that set them apart from the competition. Innovation and creativity are critical aspects of business that must be implemented in all areas for companies to not only survive but thrive. Embracing Business Sustainability Through Innovation and Creativity in the Service Sector provides comprehensive research about sustainable business through innovation and creativity in the service sector and aims to contribute to the knowledge of various sustainable business practices. Covering key topics such as tourism, hospitality, wealth creation, and entrepreneurship, this premier reference source is ideal for business owners, managers, industry professionals, researchers, scholars, academicians, practitioners, instructors, and students.
Origin and Branding in International Market Entry Processes
In today's globalized economy, selecting the right entry strategy is critical for companies looking to expand into foreign markets. This decision has a significant impact on a company's performance and its ability to collaborate with global supply chains. Moreover, with consumers becoming increasingly aware of the origins of products and brands, it is essential for companies to use the origin as a means to add value to their offerings. Edited by Dr. Carlos Silva, this book brings together global professionals and researchers who provide the latest empirical research findings and relevant theoretical frameworks on the subject, spanning multiple industries. Origin and Branding in International...
Global Developments in Nation Branding and Promotion: Theoretical and Practical Approaches
By taking corporate marketing concepts and applying them to countries, nation branding is a way for these regions to enhance their reputations and project a desired image for international recognition. New modes of publicity and marketing geared towards geographic location fall into this category, leading nation branding to have vast benefits for the economies and societies of countries. New marketing strategies have emerged and are being adopted to consequently brand countries with the purpose of economic growth. By studying these emerging strategies and methods, nations can best develop a desired brand and reputation to foster growth and prosperity. Global Developments in Nation Branding a...
