"This book focuses on the radically evolving field of advertising within the new media environment by covering new strategies, structural transformation of media, and changing advertising ethics"--Provided by publisher

The cultural product: integration and relational approach / Lucia Aiello, Claudia Cacia -- Cultural product management from environment to territorial context: configuration of the main relationships / Maria Antonella Ferri, Gandolfo Dominici, Gianpaolo Basile, Lucia Aiello -- The cultural...

"This book brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction creates a successful competitive advantage"--Provided by publisher.

"This book features the latest prevailing technological functions and procedures necessary to promote new developments in promotional tools and methods, bringing together extensive discussions on the role of digital tools in customer relationship management, social media, and market...

1. Integrated marketing communications and their application to the open education field / Juliet Stoltenkamp, Jephias Mapuva -- 2. From consumer to prodsumer / Goknil Koçak -- 3. Educational marketing / Ruth Cook -- 4. Marketing online education / Ormond Simpson -- 5. Marketing and promoting...

"This book provides researchers and practitioners with valuable information on advances and developments in emerging e-business models and technologies; it covers a variety of topics, such as e-business models, e-business strategies, online consumer behavior, e-business process modeling and...

"This book brings together best practices and innovative approaches for effective marketing in today's economy, stressing the importance of structure, strategy, leadership, and marketing in the Cyber Era"--Provided by publisher.

1. Applying fuzzy logic and fuzzy methods to marketing / Laurent Donzé and Andreas Meier -- 2. Fuzzy soft social network modeling and marketing / Ronald R. Yager and Rachel L. Yager -- 3. Fuzzy dynamic groups: measures and implications for television audiences / José-Domingo Mora -- 4. Using...

"This book provides a conceptual understanding on customer-centric marketing strategies as well as revealing the success factors of these concepts with a goal to improve the organization's financial and marketing performance"--Provided by publisher.

Understanding consumer behavior through mental accounting: evidence from Turkish consumers / Tugba Ucma, Ali Naci Karabulut, Ali Caglar Uzun -- What went wrong? / Bhavna Bhalla -- Case study on relationship marketing / Bhawana Sharma, Tulika Sood -- A line in water: a case of customer...