This book examines the historical evolution from marking or branding products for ownership purposes to branding products in order to promote the brand itself.
The Digital Marketing and eCommerce Conference aims to bring together leading researchers and research scholars to exchange and share their experiences and research results on any aspects of ecommerce and digital marketing.
This cutting-edge text brings together a diverse range of scholars and practitioners to examine how digital has become the default space for advertising- in practice, communication, and commercial process.
In today's connected consumer environment, customers are better informed and harder to please, but they also leave a more visible evidence trail in the form of improved databases and customer information.
This volume investigates the role of social media in European politics in changing the focus, frames and actors of public discourse around the EU decision-making process.
This book presents selected contributions from the Fourth International Scientific-Practical Conference (ISPC 2024), held on October 10–11, 2024, organized by IU International University, East European University, Adelphi University, and the E-Commerce Institute, with contributions from Asia, Africa, Europe, and the USA.
Make a fortune online with this powerful, practical, and comprehensive guide to starting a profitable internet business that "e;couldn't be more timely"e; (Jack Canfield, New York Times-bestselling author of Chicken Soup for the Soul).
An eye-opening look at the rapidly rising growth of gaming and the companiesincluding Peloton, Burberry, the New York Times, BMW, and Chipotlethat are using games to win over customers.
Gathering the outcomes of the 27th annual international eTourism conference ENTER2020, this book presents new research, innovative systems and industry case studies on the application of Information and Communication Technologies (ICT) in travel and tourism.
Offering a pragmatic understanding of customer engagement as an object of effective marketing management, this book takes an integrative approach and brings together different streams of marketing research, such as customer activism and value formation.
This professional book introduces marketing and luxury brand professionals to a new definition of luxury and the art of designing the ultimate luxury experience in both the physical space (e.
The digital traces that people leave behind as they conduct their daily lives provide a powerful resource for businesses to better understand the dynamics of an otherwise chaotic society.
This book examines both how tourist behavior is being shaped by the new tourism products and segments that are appearing on the European market and how the tourist experience influences post-trip evaluation of destinations and of tourism and hospitality businesses.
Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boot business performance for competitive advantage.
This book explores the basic traits of inter-organizational networks, examining the interplay between structure, dynamics, and performance from a governance perspective.
This book offers a selection of the best papers presented at the 13th International Symposium on Location Based Services (LBS 2016), which was held in Vienna (Austria) from November 14 to 16, 2016.
This book constitutes the proceedings of the 7th International Conference on Digital Economy, ICDEc 2022, which took place in Bucharest, Romania, in May 2022.
