1. Marketing Communications and Brand Development in A Changing World – Introduction, Issues and Perspectives -- 2 …. SMEs Adoption of Artificial Intelligence-Chatbots for Marketing Communication: A Conceptual Framework for an Emerging … Economy -- 3. Integration of Augmented Reality (AR) and Virtual Reality (VR) as Marketing Communications Channels in the …

Zielgruppen Dozierende und Studierende der Betriebswirtschaftslehre (Marketing) und Kommunikationswissenschaften Fach- und … Führungskräfte im Bereich Marketing, Kommunikation und Marktforschung Die Autorin Dr. Sandra Lenzen promovierte bei Univ.-Prof. Dr …

This book examines the extent to which social media marketing influences the customer-based brand equity of higher … their services and always look for new marketing strategies to be competitive in the marketplace. Therefore, building … attract prospective students. Social media-based marketing facilitated prospective students to communicate and collaborate to …

tools to build personal relationships with customers. Taking you beyond omni-channel marketing, this book takes a deep dive …-personal marketing along the different channels and touchpoints within the customer journey. This book is for anyone who is interested in …

1. Traditional and Contemporary Notions of Marketing Communications -- 2. Power Shift: Analyzing the Changing Role of … Public Relations in the Mar-keting Mix -- 3. Marketing Communication Planning for SMEs in Emerging Markets -- 4 … Marketing Communications practice: Evidence from rural and community banks -- 7. Exploring Drivers of Performance in Advertising …

Strategy -- Part-II:The Shift -- Chapter 4:Neurobehavioral Perspectives -- Chapter 5:Rethinking Marketing -- Chapter 6:The …This is a timely book that examines the concept of agility in marketing by converging neurobehavioral perspectives and … changes and portray inclusivity in marketing through various examples. An excellent reference and read for practitioners and …

Part 1: Public Sector Marketing Communications and Brand Management -- Chapter 1: Introduction to Public Sector … Marketing Communications in Africa -- Chapter 2: Public Sector Branding in Africa: Some Reflections -- Chapter 3: Marketing … Communications Strategies for Public Transport Organisations -- Chapter 4: Positioning Public University’s Brand through Marketing …

Dialogmarketings -- Strategien des Online-Marketings -- Instrumente des Online-Marketings -- Social Media Marketing -- Crossmediales … Marketing. … Dialogmarketings wie Crossmedia-Kommunikation, CRM, Big Data, E-Mail- und Mobile Marketing, Suchmaschinenmarketing, Web Analytics …

Social-Media und Social-Media-Marketing -- Ziele und Ausgestaltungsformen des Social-Media-Marketings -- Plattformen …Dieses Buch verdeutlicht, dass Social-Media-Marketing heute zu einem integralen Bestandteil der Online … Erfolgsfaktoren zählen? Welche Social-Media-KPIs sind relevant? Ist Social-Media-Marketing gut für meine Suchmaschinen-Optimierung? In …

behavior -- 9 digital marketing in luxury fashion - from crisis to strength -- 10 The effect of social ewom on consumers … marketing impact of digitalization. …-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved …