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Insights, Innovation, and Analytics for Optimal Customer Engagement
Engaging customers has become an effective strategy of marketers for improving customer-brand relationships as customer engagement is a perfect predictor of organic growth. Aggressive sales promotions, advertising campaigns, rewards, discounts, and more may attract a customer, but customer engagement creates an emotional connection with the brands/firms/services, which drives customer loyalty and long-term profitability. This has become much more applicable and effective with the use of social media platforms and the increased access of internet. Moreover, the implementation of customer analytics to measure engagement activities has provided marketers with more insights for improving service...
Developing Successful Global Strategies for Marketing Luxury Brands
In recent times, the advent of new technologies, the concerns about sustainability, and the new tastes of the youngest generations of luxury consumers have affected the traditional dynamics of the luxury goods markets. These emerging issues have caused significant changes in the marketing of luxury goods. Sustainable development is not a new practice in the luxury market but is of increasing importance. The real challenge is for luxury companies to overcome the residual corporate social responsibility perspective to embrace a real integration of environmental, ethical, and social concerns into the corporate strategy. Integrated output and sustainable processes, the introduction of non-financ...
Compelling Storytelling Narratives for Sustainable Branding
Consumers are applying more pressure on companies to embrace sustainable practices and tell purposeful stories to win their approval. They are increasingly critical of brands for their environmental and social impact, demanding authenticity and accountability. However, many businesses need help navigating this complex terrain, unsure of how to effectively integrate sustainability into their branding strategies. The lack of comprehensive resources that bridge the gap between theory and practice in sustainable branding is a significant challenge that needs immediate attention. Compelling Storytelling Narratives for Sustainable Branding solves this pressing problem through a collection of insightful chapters contributed by esteemed academics, researchers, and practitioners. This book offers a roadmap for businesses seeking to align their brand narratives with sustainability principles. By delving into the psychology of storytelling, analyzing successful case studies, and providing practical guidance, this compendium equips readers with the tools and strategies to integrate sustainability into their branding efforts authentically.
Big Data Analytics for Improved Accuracy, Efficiency, and Decision Making in Digital Marketing
The availability of big data, low-cost commodity hardware, and new information management and analytic software have produced a unique moment in the history of data analysis. The convergence of these trends means that we have the capabilities required to analyze astonishing data sets quickly and cost-effectively for the first time in history. They represent a genuine leap forward and a clear opportunity to realize enormous gains in terms of efficiency, productivity, revenue, and profitability especially in digital marketing. Data plays a huge role in understanding valuable insights about target demographics and customer preferences. From every interaction with technology, regardless of wheth...
The Role of Brands in an Era of Over-Information
Led by social networks and user-generated content, the number of posts available in the market is impossible to be rationally processed by customers. The micro-segmentation goes along with this trend, and there are multiple categories of the same core product available for the consumers in the market. What is the role of the brands in this context? In a way, they serve as a mental shortcut that consumers use to help “rationalize” decisions that would be impossible to make by analyzing all the options available. Brands also try to find more distinctive signals to stand out and differentiate from others. Signals like more green, ecologic, or inclusive brands are now part of the claims of t...
Handbook of Research on Complexities, Management, and Governance in Healthcare
Over the years, the complexity of health systems has grown due to the continuous and constant introduction of new technologies—process, production, and organizational—which have increased the number of stakeholders involved, creating new relationships and new channels through which the various subjects interact. It is necessary to highlight the critical issues and opportunities relating to the innovation of the organization and governance of health services as well as the complementarity of management and leadership. The new health needs require a Copernican revolution in the organization of services: not only offering individual services but also effective permanent care of the patient ...
Entrepreneurship Ecosystems and Their Opportunities and Challenges
Entrepreneurs are exceptionally gifted individuals capable of spotting projects, marshaling resources, inventing ideas, taking risks, and forming businesses. Prospective entrepreneurs must be inspired and motivated to pursue self-employment businesses in today’s volatile business environment and highly sophisticated information technologies. However, governments have been attempting to promote entrepreneurship by assisting the growth of small and medium-sized enterprises (SMEs). SMEs’ primary challenges are lack of working capital and marketing challenges. Entrepreneurship is a combination of difficult-to-teach skills, attitudes, and knowledge that can be developed. Entrepreneurship Ecos...
The Branding of Tourist Destinations
The marketing of tourist destinations requires continuous strategic planning and decision making. This book provides researchers and practitioners with an in-depth understanding of different tourism products, marketing strategies and destination branding tactics, as well as useful insights into sustainable and responsible tourism practices.
ICTR 2021 4th International Conference on Tourism Research
Conference Proceedings of 4th International Conference on Tourism Research
Global Practices on Effective Talent Acquisition and Retention
Studies have indicated that employers across the globe face difficulties in filling critical roles, sparking a worldwide "war for talent." This talent war, once a temporary market condition, has now solidified into the "New Normal." Leaders recognize that success in this era demands the construction of optimal teams for strategic competitive advantage amid global uncertainty and hypercompetition. As explored in detail within the pages of Global Practices on Effective Talent Acquisition and Retention, this book serves as an indispensable guide for scholars and practitioners navigating the intricacies of talent management in the current global scenario. This project aspires to create a comprehensive reference material delving into diverse aspects of current global talent realities. It aims to provide scholars and practitioners with recent empirical, practical, and theoretical research on talent acquisition and retention practices worldwide. The emphasis is on sustainable practices that drive organizational success across multiple industries. The impact of this publication will resonate in both application and the direction of future research.
