Uncertainty in Entrepreneurial Decision Making fills an existing gap in understanding three key concepts of business management: entrepreneurship, uncertainty, and strategy.
This book discusses theories and frameworks addressing the adaptability and sustainable competitive advantages of firms, including dynamic capabilities.
Over the past few decades marketing practices have shifted with the sudden growth of social media and the proliferation of devices, platforms, and applications.
Align Strategy With Metrics Using Social Monitoring Best Practices Two or three years from now, every public relations firm that wants to be taken seriously in the C-suite and/or a lead marketing role will have someone like Marshall in its senior leadership ranks, a chief analytics officer responsible for ensuring that account leaders think more deeply about analytics and that thfirm works with the best available outside suppliers to integrate analytics appropriately.
Consumers make purchasing decisions every day, taking into account their needs, preferences and beliefs which may change due to various determinants; some depending on the consumers themselves and others on the organizations acting in the market.
Turn unstructured data into valuable business insight Unstructured Data Analytics provides an accessible, non-technical introduction to the analysis of unstructured data.
Marketing Health Care Into the Twenty-First Century explores recent and anticipated changes and trends--legislative, economic, organizational, clinical, and operational--from a strategic marketing perspective.
In academic institutions worldwide, the call to decolonize the syllabus, curriculum, and the entire university experience is growing louder and more urgent.
A successful marketing manager needs to be able to use different media channels to reach specific audiences, and know through campaign research and evaluation, how the component parts of integrated brand marketing are working.
Die Methoden und Aufgaben der Marktforschung scheinen sich ständig zu verändern, aktualisieren sich und passen sich an Marktbedürfnisse an mit dem Ziel, eines zu erreichen: eine systemische Sicht auf Menschen, Daten und Dinge.
This book is a collection of technology startup cases in Asia, told in a narrative form, to give readers an insider view to how innovators and technopreneurs view entrepreneurial opportunities from use of technology, how the technopreneurs raise funding to support their vision, and the subsequent relationship of the technopreneurs and their investors.
Jessica Chhen untersucht, warum Konsumenten Mobile Loyalty Apps verwenden oder ablehnen und welche Implikationen sich daraus für die Anbieter von Loyalitätsprogrammen ergeben.
In this groundbreaking book Phil Barden reveals what decision science explains about people s purchase behaviour, and specifically demonstrates its value to marketing.
Measuring the Success of Digital Marketing explains how to determine the success of a digital marketing campaign by demonstrating what digital marketing metrics are as well as how to measure and use them.
This book provides a solid understanding of electronic word of mouth (eWOM) by taking the reader through the process of information diffusion from rumour generation in times of traditional word of mouth (WOM) to negative social eWOM and examining how consumers process it.
The concepts, strategic frameworks, and cases in Globalization of Consumer Markets provide managers of global firms with new ideas for growth and keep them current with state-of-the-art global marketing strategies and management tools.
This book provides business owners and practitioners with a comprehensive and pragmatic guide to pricing, which lays out the essential steps to professionalizing pricing from day one all the way to a more mature stage.
This monograph provides a comprehensive source of analysis and research on alternative investments in the wealth management process, with a special focus on Poland and Eastern Europe.
Categorically reviews the theories of communication, best practices in social media and previous research, and analyzes the corporate involvement towards strategic and tactical stewardship in serving customer-centric business requirements.
This book examines consumer behavior using the "e;life course"e; paradigm, a multidisciplinary framework for studying people's lives, structural contexts, and social change.
In his study, Jan Posthumus uses the grounded theory method to explore the implementation of marketing instruments such as segmentation and targeting in the recruitment of high potentials in the pharmaceutical industry.
Dieses Buch erläutert, wie Unternehmen digitale Assistenten für ihren nachhaltigen wirtschaftlichen Erfolg nutzen können und welche Rolle sie für das Marketing spielen.
Contemporary Consumption, Consumers and Marketing: Cases from Generations Y and Z explores current consumer, consumption and marketing cases and issues, posing questions that complement, extend and challenge established marketing theory while keeping in mind megatrends such as climate crisis, economic inequality and digital connectivity.
An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs.
