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Business and Consumer Analytics: New Ideas
This two-volume handbook presents a collection of novel methodologies with applications and illustrative examples in the areas of data-driven computational social sciences. Throughout this handbook, the focus is kept specifically on business and consumer-oriented applications with interesting sections ranging from clustering and network analysis, meta-analytics, memetic algorithms, machine learning, recommender systems methodologies, parallel pattern mining and data mining to specific applications in market segmentation, travel, fashion or entertainment analytics. A must-read for anyone in data-analytics, marketing, behavior modelling and computational social science, interested in the lates...
Customer Engagement Marketing
This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.
Co-creating Brands
An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs. Brand management and development has traditionally been regarded as the responsibility of the organization – they design, produce and sell the brand, before delivering it to customers. Yet this approach can be needlessly restrictive, as the connective power of the internet and the desire of consumers to focus on experiences has reshaped branding. In this digital age, development occurs beyond the limits of the organization so that, in many ways, brands are effectively co-created by consumers. Rather than lead, manage and control, contem...
Customer Loyalty and Brand Management
Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, und...
Critical Perspectives on Open Development
Theoretical and empirical analyses of whether open innovations in international development instrumentally advantages poor and marginalized populations. Over the last ten years, "open" innovations--the sharing of information without access restrictions or cost--have emerged within international development. But do these practices instrumentally advantage poor and marginalized populations? This book examines whether, for whom, and under what circumstances the free, networked, public sharing of information and communication resources contributes (or not) towards a process of positive social transformation. The contributors offer both theoretical and empirical analyses that cover a broad range of applications, emphasizing the underlying aspects of open innovations that are shared across contexts and domains.
Tourism Destination Management
This book collected studies focused on the management of tourist destinations. Destinations are complex and adaptive systems, where the different elements that make them up have to be oriented towards achieving a common objective that improves the competitiveness of the destination. Five main lines of research on tourist destinations can be established: 1) the management, planning, and marketing of destinations, with special attention to the tourism supply chain, communication, and integral management; 2) the sustainability of resources and capabilities; 3) the renewal of destinations in order to update their offer and main resources to maintain competitiveness; 4) online reputation and comm...
Open Innovation 2.0
This book presents the emerging paradigm and methodology, Open Innovation 2.0 (OI2), which aims to help drive significant structural changes and benefits through digital innovation to society and industry. It highlights how new services and markets can be co-created in open ecosystems and how this leads to a transformation from win-lose to win-win situations for all stakeholders. Organized around a number of core patterns of OI2, such as shared purpose, partnering and platforms, this book leverages more than five years of research by the EU Open Innovation Strategy Policy group. Popularized in the early 2000s, open innovation is a systematic process by which ideas can pass among organization...
Case Studies in Service Innovation
Case Studies in Service Innovation provides the reader fresh insight into how innovation occurs in practice, and stimulates learning from one context to another. The volume brings together contributions from researchers and practitioners in a celebration of achievements with the intention of adding to the wider understanding of how service innovation develops. Each case presents a brief description of the context in which the innovation occurred, the opportunity that led to the innovation and an overview of the innovation itself, also addressing how success was measured, what success has been achieved to date and providing links to further information. The book is organized around five major...
Life in the Golden Era, Earth and Beyond
The second book in the duology, The Golden Era, following Triumph of the Superbug and the Rise of the Golden Era. Adventurous space explorers travelling through the Milky Way and even to the Andromeda Galaxy depict future life in the universe and the various humanoid inhabitants interacting with visitors from Earth and other planets. Mega-portal “tunnels” enable space travelers to reach planets thousands of light-years from Earth. Mercenary fleets are entrusted with maintaining law and order in both galaxies, a challenge across the vastness of the cosmos. The ability of interplanetary travel allows the people of Earth to emigrate and settle throughout space. They may find happiness in marriages with aliens and occasionally with androids, who turn out to be excellent spouses. Scientific ingenuity has tripled lifespans and conquered most diseases. This intellectually challenging sci-fi novel considers the consequences of space travel, and if it may be possible in the not-so-distant future.
