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Creating Marketing Magic and Innovative Future Marketing Trends : Proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference

Stieler, Maximilian (ed.) - 2017

increasing use of technology and automation, while juxtaposed by nostalgia and “back to the roots” marketing trends. At the same … 4E: Enter The New Realm Of The Sharing Economy, Big Data, Augmented Reality, And Exclusivity -- Session 4F: Internal and …

Persistent link: https://www.econbiz.de/10012396495

The Power of Communicating the Family Firm Status : The Positive Effect of Family Firms as a Brand on Consumer Buying Behavior and Consumer Happiness

Rosina, Margarete - 2018

Margarete Rosina investigates whether it makes sense for family firms to communicate their family firm status to consumers. To do so, she conducts two experimental studies using a sample of 349 consumers. Using a branding perspective, the first study looks at whether consumers perceive family...

Persistent link: https://www.econbiz.de/10012396517

Strategic Marketing : Market-Oriented Corporate and Business Unit Planning

Tomczak, Torsten; Reinecke, Sven; Kuß, Alfred - 2018

This textbook gives a clear and comprehensive overview of the process of strategic marketing planning. The authors provide a systematic framework that helps to structure the vast and complex marketing knowledge, thus making it more accessible and easier to use for strategic marketing planning....

Persistent link: https://www.econbiz.de/10012396527

Electronic Word of Mouth (eWOM) in the Marketing Context : A State of the Art Analysis and Future Directions

Ismagilova, Elvira - 2017

This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overview of traditional word-of-mouth (WOM) and its evolution to eWOM. It discusses the differences between traditional and online WOM. The...

Persistent link: https://www.econbiz.de/10012396577

Vintage Marketing Differentiation : The Origins of Marketing and Branding Strategies

Williams, Jr., Robert L. - 2017

This book analyzes the origins of marketing and branding strategies and the unique situations involving differentiation. Photographs of actual materials that were created and used in marketing campaigns between 1846-1946 are featured to bring to life these vintage innovations. Examining how and...

Persistent link: https://www.econbiz.de/10012397860

The Data-Driven Project Manager : A Statistical Battle Against Project Obstacles

Vanhoucke, Mario - 2018

company, Jacob Mitchell, is planning to install a new data-driven project management methodology as a decision support tool … for all upcoming projects. He challenges Emily and her team to start a journey in exploring project data to fight against … unexpected project obstacles. Data-driven project management is known in the academic literature as “dynamic scheduling” or …

Persistent link: https://www.econbiz.de/10012396424

Analytics, Innovation, and Excellence-Driven Enterprise Sustainability

Carayannis, Elias G. (ed.); Sindakis, Stavros (ed.) - 2017

unique perspective on how knowledge, information, and data analytics create opportunities and challenges for sustainable … and Analytics: Big Systems for Big Data -- 3. Business Analytics for Price Trend Forecasting Through Textual Data -- 4 … Open Data Ecosystem: Exploring the Role of Real Options Thinking and Multi-sided Platforms for Sustainable Value Generation …

Persistent link: https://www.econbiz.de/10012397993

The Executive guide to Artificial Intelligence : how to identify and implement applications for AI in your organization

Burgess, Andrew - 2018

This book takes a pragmatic and hype-free approach to explaining artificial intelligence and how it can be utilised by businesses today. At the core of the book is a framework, developed by the author, which describes in non-technical language the eight core capabilities of Artificial...

Persistent link: https://www.econbiz.de/10012397728

Strategic Retail Management : Text and International Cases

Zentes, Joachim - 2017 - 3rd ed. 2017

This book is devoted to the dynamic development of retailing. The focus is on various strategy concepts adopted by retailing companies and their implementation in practice. This is not a traditional textbook or collection of case studies; it aims to demonstrate the complex and manifold questions...

Persistent link: https://www.econbiz.de/10012396187

Measuring Electronic Word-of-Mouth Effectiveness : Developing and Applying the eWOM Trust Scale

Weitzl, Wolfgang - 2017

Wolfgang Weitzl introduces a novel perspective for measuring consumer trust in eWOM by applying a rigid scale development process. In doing so, the research aims to set new methodical standards for developing reliable, valid and practicable research instruments. Most importantly, however, the...

Persistent link: https://www.econbiz.de/10012396188

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