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methodological roadmap of brand management research in the third age of consumption. Leading experts and pioneers of key concepts in … brand management give insights into the exponential growth of the field and identify promising directions for future … investigation. Illustrating the significant depth and breadth of research in brand management, contributors explore both …
Persistent link: https://www.econbiz.de/10014372517
Contents: 1 Reinforcing the 'social' in social marketing / Lukas Parker and Linda Brennan -- So what is social marketing? -- What social marketing is not -- Book structure -- References -- Social marketing frameworks / Linda Brennan, Lukas Parker and Ella Chorazy -- Approaches to social...
Persistent link: https://www.econbiz.de/10012416732
"This cutting-edge book presents a detailed overview of digital marketing strategy, which has evolved following rapid digitalization that occurred during the COVID-19 pandemic. Providing detailed examinations of different digital marketing techniques, it demonstrates how organizations' digital...
Persistent link: https://www.econbiz.de/10014322905
"This dynamic book explores the importance of collaborative consumption; which is particularly relevant at a time when the sharing economy has established itself as part of the mainstream market. Nearly 40 expert scholars across the globe go beyond the existing literature to investigate...
Persistent link: https://www.econbiz.de/10014544831
This important Handbook explores new and emerging directions in both brand management research and practice. It … encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand … management, the researcher's perspective on current tools in practice by brand managers, new research and conceptual frameworks …
Persistent link: https://www.econbiz.de/10011851072
Contents: 1. The new frontier of innovation -- 2. Innovation pioneers - the essential role of users, on-line user communities and the crowd -- 3. Exploring the changing landscape of Innovation: the rise of users, on-line communities and the crowd -- 4. Mapping the new world of innovation - the...
Persistent link: https://www.econbiz.de/10012419939
"Addressing the key research question of how organizations transform to generate new forms of public and shareholder value by leveraging digital technology, expert contributors provide a deep dive into a diverse variety of business models from around the globe. The book also provides a timely...
Persistent link: https://www.econbiz.de/10014372526
"This comprehensive Handbook offers an extensive overview of current knowledge of corporate communication from a digital perspective. It provides a state-of-the-art view of the ubiquitous impact, both positive and negative, of digital technologies and digitalisation processes on corporate...
Persistent link: https://www.econbiz.de/10014287417
Persistent link: https://www.econbiz.de/10011851049
"Elgar Research Agendas outline the future of research in a given area. Leading scholars are given the space to explore their subject in provocative ways, and map out the potential directions of travel. They are relevant but also visionary. Digital transformation has been fundamentally changing...
Persistent link: https://www.econbiz.de/10015072956