Channel Strategies And Marketing Mix In A Connected World
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| Author | : Saibal Ray |
| Publisher | : Springer Nature |
| Total Pages | : 290 |
| Release | : 2019-12-14 |
| Genre | : Business & Economics |
| ISBN | : 3030317331 |
This book aims to revisit the “traditional” interaction between channel strategies and the marketing mix in a connected world. In particular, it focuses on the following four dimensions in this context: Consumers, Products, Value Proposition and Sustainability. Keeping in mind the growing digitalization of business processes in the retail world and the move towards omni-channel retailing, the book introduces the state-of-the-art academic and practitioner studies along these dimensions that could enhance the understanding of the potential impact that new technologies and strategies can have on practice in the near future. When launching a new product/service to market, firms usually consider various components of the marketing mix to influence consumers’ purchase behaviors, such as product design, convenience, value proposition, promotions, sustainability initiatives, etc. This mix varies depending on the specific channel and consumer niche that the firm is targeting. But this book shows how channel strategy also influences the effectiveness in utilizing the marketing mix to attract potential customers.
| Author | : Santos, José Duarte |
| Publisher | : IGI Global |
| Total Pages | : 476 |
| Release | : 2023-07-28 |
| Genre | : Business & Economics |
| ISBN | : 1668485761 |
The growth of companies' online presences is an unquestionable reality. However, not everything goes online, and the physical presences of companies continue to exist, with the physical retail point of sale as a place for experimentation and immediate consumption, brand showroom, and support for online sales, which are fundamental to the shopping experience. Managing a retail point of sale implies acting on several fronts, bearing in mind the market requirements, the point of sale's brand strategy, the strategies of the brands being sold, and all other aspects related to the management of a business, while considering the specificities of a retail point of sale. Management and Marketing for Improved Retail Competitiveness and Performance provides knowledge and skills to allow readers to understand and apply the different concepts, techniques, and tools to manage a retail point of sale in the various aspects of a business. Covering key topics such as advertising, client loyalty, and merchandising, this premier reference source is ideal for business owners, managers, marketers, researchers, scholars, academicians, practitioners, instructors, and students.
| Author | : Don Peppers |
| Publisher | : John Wiley & Sons |
| Total Pages | : 517 |
| Release | : 2022-04-19 |
| Genre | : Business & Economics |
| ISBN | : 1119815347 |
Every business on the planet is trying to maximize the value created by its customers Learn how to do it, step by step, in this newly revised Fourth Edition of Managing Customer Experience and Relationships: A Strategic Framework. Written by Don Peppers and Martha Rogers, Ph.D., recognized for decades as two of the world's leading experts on customer experience issues, the book combines theory, case studies, and strategic analyses to guide a company on its own quest to position its customers at the very center of its business model, and to "treat different customers differently." This latest edition adds new material including: How to manage the mass-customization principles that drive digital interactions How to understand and manage data-driven marketing analytics issues, without having to do the math How to implement and monitor customer success management, the new discipline that has arisen alongside software-as-a-service businesses How to deal with the increasing threat to privacy, autonomy, and competition posed by the big tech companies like Facebook, Amazon, and Google Teaching slide decks to accompany the book, author-written test banks for all chapters, a complete glossary for the field, and full indexing Ideal not just for students, but for managers, executives, and other business leaders, Managing Customer Experience and Relationships should prove an indispensable resource for marketing, sales, or customer service professionals in both the B2C and B2B world.
| Author | : Svetlana Igorevna Ashmarina |
| Publisher | : Springer Nature |
| Total Pages | : 901 |
| Release | : 2020-10-10 |
| Genre | : Technology & Engineering |
| ISBN | : 3030609294 |
This proceedings book presents outcomes of the Innovative Economic Symposium – 2020 organized by the Institute of Technology and Business in České Budějovice (VŠTE) in Russia in collaboration with two universities: Financial University under the Government of the Russian Federation (Moscow) and Samara State University of Economics (Samara). The symposium aims to bring together experts and young scientists in economy, management, international relations, finance, marketing, and professional education from Asian and European countries, to share knowledge and experience and discuss issues related to stable economic development, international business, entrepreneurship, Industry 4.0, cooperation between educational and business structures, strategic decision-making, and processes of economic globalization and fragmentation. The book consists of two parts corresponding to the thematic symposium areas. The book content covers two sections: stable development in unstable world and globalization and fragmentation forces of the current world economy. The main topics included in the book are as follows: - Where is the world moving to and where is the economy in it? - Institutionalization of innovations. - Network architecture of economic relations. - Competences for the future. - Smart change management. - Monetary and fiscal policy development as a factor of economic modernization. - Role of international trade in the economy globalization. - Impact of globalization and economic fragmentation on the enterprise’s internal environment. - Financial conditions for entrepreneurship under the economic modernization. - Impact of scientific and technological progress on globalization and fragmentation of the economy.
| Author | : Klaus Bruhn Jensen |
| Publisher | : Taylor & Francis |
| Total Pages | : 184 |
| Release | : 2022-11-29 |
| Genre | : Social Science |
| ISBN | : 1000772543 |
Emphasizing the perspective of ordinary users, this book compares the uses of the internet in three centers of the global economy and world politics: China, Europe, and the United States. It examines the internet as the current centerpiece of communication systems encompassing interpersonal communication, mass communication, and social networking. The internet is unique as a medium in that it hosts both "old" media and "new" media. As such, it also integrates the prototypes of one-to-one (interpersonal) and one-to-many (broadcast) along with many-to-many (social media) and many-to-one (surveillance) communication. This book considers how all these media and communicative practices are embedded in social structures, cultural traditions, and historical legacies of place. Comparing conditions in China, Europe, and the United States, the chapters provide an overview of the distinctive regulatory regimes framing the internet and its local uses, the place of the internet in everyday life in each setting, and how the internet serves as a resource for political, economic, and cultural actions and interactions. Linking comparative analysis of media and social systems with ethnographic studies of internet usage on the ground, this book will be of particular interest to students and scholars working in global media, intercultural communication, and internet studies.
| Author | : Rob van Tulder |
| Publisher | : Emerald Group Publishing |
| Total Pages | : 568 |
| Release | : 2022-03-14 |
| Genre | : Business & Economics |
| ISBN | : 1802621636 |
International Business in Times of Crisis classifies studies of crises relevant to international business research following a global pandemic which exposed systems failures and fragilities closely across global economic, financial, political, and social systems.
| Author | : Pantea Foroudi |
| Publisher | : Taylor & Francis |
| Total Pages | : 389 |
| Release | : 2021-01-28 |
| Genre | : Business & Economics |
| ISBN | : 1000327035 |
A sustainable brand should integrate environmental, social, economic and issues into its business operations. Sustainable Branding considers how broader perspectives on sustainability and corporate social responsibility can be applied to the practicalities of brand management. By addressing a range of perspectives and their application to branding, the authors go beyond sustainable branding to question the role brands play in a wider sustainable society. Structured around three core parts – People, Planet and Prosperity - contributions from experts in the field consider the human dimensions of environmental change, identity and reputation, technology and innovation, waste management, public and brand engagement, environmental ecosystems and the circular economy. Combining theoretical insight and empirical research with practical application, each chapter includes real-life international cases and reflective questions to allow discussion, best-practice examples and actionable suggestions on how to implement sustainable branding activities. This book is perfect for academics, postgraduate and final-year undergraduate students in sustainable branding, sustainable business, corporate social responsibility, brand management and communications. It provides a comprehensive treatment of the nature of relationships between environmental, economic, social, companies, brands, and stakeholders in different areas and regions of the world.
| Author | : Maxime C. Cohen |
| Publisher | : Springer Nature |
| Total Pages | : 166 |
| Release | : 2022-01-01 |
| Genre | : Business & Economics |
| ISBN | : 3030858553 |
From data collection to evaluation and visualization of prediction results, this book provides a comprehensive overview of the process of predicting demand for retailers. Each step is illustrated with the relevant code and implementation details to demystify how historical data can be leveraged to predict future demand. The tools and methods presented can be applied to most retail settings, both online and brick-and-mortar, such as fashion, electronics, groceries, and furniture. This book is intended to help students in business analytics and data scientists better master how to leverage data for predicting demand in retail applications. It can also be used as a guide for supply chain practitioners who are interested in predicting demand. It enables readers to understand how to leverage data to predict future demand, how to clean and pre-process the data to make it suitable for predictive analytics, what the common caveats are in terms of implementation and how to assess prediction accuracy.
| Author | : Michael H. Veatch |
| Publisher | : John Wiley & Sons |
| Total Pages | : 384 |
| Release | : 2021-01-13 |
| Genre | : Mathematics |
| ISBN | : 1119664047 |
Discover the practical impacts of current methods of optimization with this approachable, one-stop resource Linear and Convex Optimization: A Mathematical Approach delivers a concise and unified treatment of optimization with a focus on developing insights in problem structure, modeling, and algorithms. Convex optimization problems are covered in detail because of their many applications and the fast algorithms that have been developed to solve them. Experienced researcher and undergraduate teacher Mike Veatch presents the main algorithms used in linear, integer, and convex optimization in a mathematical style with an emphasis on what makes a class of problems practically solvable and developing insight into algorithms geometrically. Principles of algorithm design and the speed of algorithms are discussed in detail, requiring no background in algorithms. The book offers a breadth of recent applications to demonstrate the many areas in which optimization is successfully and frequently used, while the process of formulating optimization problems is addressed throughout. Linear and Convex Optimization contains a wide variety of features, including: Coverage of current methods in optimization in a style and level that remains appealing and accessible for mathematically trained undergraduates Enhanced insights into a few algorithms, instead of presenting many algorithms in cursory fashion An emphasis on the formulation of large, data-driven optimization problems Inclusion of linear, integer, and convex optimization, covering many practically solvable problems using algorithms that share many of the same concepts Presentation of a broad range of applications to fields like online marketing, disaster response, humanitarian development, public sector planning, health delivery, manufacturing, and supply chain management Ideal for upper level undergraduate mathematics majors with an interest in practical applications of mathematics, this book will also appeal to business, economics, computer science, and operations research majors with at least two years of mathematics training. Software to accompany the text can be found here: https://www.gordon.edu/michaelveatch/optimization
| Author | : Kanubhai K. Patel |
| Publisher | : Springer Nature |
| Total Pages | : 369 |
| Release | : 2021-03-04 |
| Genre | : Computers |
| ISBN | : 9811607087 |
This book constitutes the refereed proceedings of the Second International Conference on Soft Computing and its Engineering Applications, icSoftComp 2020, held in Changa, India, in December 2020. Due to the COVID-19 pandemic the conference was held online. The 24 full papers and 4 short papers presented were carefully reviewed and selected from 252 submissions. The papers present recent research on theory and applications in fuzzy computing, neuro computing, and evolutionary computing.
