Advanced Digital Marketing Strategies In A Data Driven Era

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Advanced Digital Marketing Strategies in a Data-Driven Era

Author : Saura, Jose Ramon
Publisher : IGI Global
ISBN 13 : 1799880052
Total Pages : 342 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Advanced Digital Marketing Strategies in a Data-Driven Era by : Saura, Jose Ramon

Download or read book Advanced Digital Marketing Strategies in a Data-Driven Era written by Saura, Jose Ramon and published by IGI Global. This book was released on 2021-06-25 with total page 342 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the last decade, the use of data sciences in the digital marketing environment has increased. Digital marketing has transformed how companies communicate with their customers around the world. The increase in the use of social networks and how users communicate with companies on the internet has given rise to new business models based on the bidirectionality of communication between companies and internet users. Digital marketing, new business models, data-driven approaches, online advertising campaigns, and other digital strategies have gathered user opinions and comments through this new online channel. In this way, companies are beginning to see the digital ecosystem as not only the present but also the future. However, despite these advances, relevant evidence on the measures to improve the management of data sciences in digital marketing remains scarce. Advanced Digital Marketing Strategies in a Data-Driven Era contains high-quality research that presents a holistic overview of the main applications of data sciences to digital marketing and generates insights related to the creation of innovative data mining and knowledge discovery techniques applied to traditional and digital marketing strategies. The book analyzes how companies are adopting these new data-driven methods and how these strategies influence digital marketing. Discussing topics such as digital strategies, social media marketing, big data, marketing analytics, and data sciences, this book is essential for marketers, digital marketers, advertisers, brand managers, managers, executives, social media analysts, IT specialists, data scientists, students, researchers, and academicians in the field.

Contemporary Trends in Innovative Marketing Strategies

Author : Barbosa, Belem
Publisher : IGI Global
ISBN 13 :
Total Pages : 413 pages
Book Rating : 4.3/5 (693 download)

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Book Synopsis Contemporary Trends in Innovative Marketing Strategies by : Barbosa, Belem

Download or read book Contemporary Trends in Innovative Marketing Strategies written by Barbosa, Belem and published by IGI Global. This book was released on 2024-02-19 with total page 413 pages. Available in PDF, EPUB and Kindle. Book excerpt: In global commerce, marked by the relentless advance of digital technology, businesses find themselves constantly challenged to devise innovative and disruptive marketing strategies. Adapting to these changes is no longer a choice but a necessity. To thrive, companies must remain vigilant, updating their resources and adopting emerging trends with unwavering agility. Contemporary Trends in Innovative Marketing Strategies explores the demands and dynamics of modern marketing. This book is tailored to meet the needs of students, educators, and managers seeking a profound understanding of today's marketing trends. Firstly, the book delves deep into the current trends steering marketing innovation. It dissects the latest developments that are reshaping the marketing landscape, identifies pivotal trends, and elucidates their ramifications for businesses. Secondly, the book embarks on a journey to explore innovative marketing strategies engineered to confront contemporary business challenges and seize emerging opportunities. It unlocks novel approaches that adeptly cater to the market, providing insights into strategic frameworks, methodologies, and practices. Lastly, the book illustrates these concepts with real-world case studies, offering proof of innovative marketing's successful applications across diverse business sectors. These cases serve to inspire and demonstrate how innovative marketing strategies can be put into action, resulting in tangible outcomes. This book is designed for a diverse audience, including academics and students keen on exploring the latest trends in innovative marketing, educators searching for compelling case studies to enhance their teaching materials, and practitioners eager to bridge the gap between research and practical application in innovative marketing.

From Data-Driven to People-Based Marketing

Author : Marco Hassler
Publisher :
ISBN 13 : 9783952546932
Total Pages : 248 pages
Book Rating : 4.5/5 (469 download)

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Book Synopsis From Data-Driven to People-Based Marketing by : Marco Hassler

Download or read book From Data-Driven to People-Based Marketing written by Marco Hassler and published by . This book was released on 2021-08-23 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: With First-Party Data, MarTech and Customer Centricity to Marketing on Steroids As an evolution of data-driven marketing, people-based marketing represents the next level in digital marketing. It replaces channel-specific campaigns, breaks up siloed data, and heals inconsistent customer experiences. Furthermore, it focuses entirely on the person, builds trust and creates a true relationship with a customer in a privacy-first era. Using a comprehensive user profile and appropriate MarTech like customer data platforms it delivers the right message to the right person at the right time. Succeeding in marketing in a cookieless world: From data-driven to people-based marketing First-party data strategy: Creating a future-proof approach for acquiring consent and first-party data User profiles, customer data platforms & private identity graphs: The collection of user data and the cross-channel identification of users within the boundaries of data protection Orchestrating journeys with always-on marketing programs: Delivering the right message to the right person at the right time with customer-centric, automated, and AI-supported nurtures In this book, the author shows in a practical way how people-based marketing is introduced step by step: From the collection of user data, the identification of the user across all channels in a challenging privacy-first era, the MarTech stack required, to the design of micro-moment journeys and entire marketing programs - all the necessary steps are explained in detail. The conclusion is measuring and increasing of success of people-based marketing that brings marketing to the next level: marketing on steroids in a privacy-first era.

Marketing Innovation Strategies and Consumer Behavior

Author : Barbosa, Belem
Publisher : IGI Global
ISBN 13 :
Total Pages : 490 pages
Book Rating : 4.3/5 (693 download)

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Book Synopsis Marketing Innovation Strategies and Consumer Behavior by : Barbosa, Belem

Download or read book Marketing Innovation Strategies and Consumer Behavior written by Barbosa, Belem and published by IGI Global. This book was released on 2024-04-09 with total page 490 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today's fast-paced global marketplace, businesses grapple with the relentless demand for innovation in marketing strategies. The landscape is ever-evolving, driven by digital advancements and shifting consumer behaviors, leaving companies scrambling to stay relevant. Academic scholars, educators, and managers face a formidable challenge: deciphering the complex web of trends and technologies shaping modern marketing while equipping themselves with actionable strategies to thrive in this dynamic environment. By delving into topics ranging from digital marketing and sustainability initiatives to data analytics and emerging technologies, Marketing Innovation Strategies and Consumer Behavior equips readers with the tools they need to survive and thrive in the modern marketplace. Its emphasis on real-world case studies ensures practical relevance, while its theoretical underpinnings offer a solid foundation for academic inquiry. This book is an indispensable resource for scholars seeking to deepen their understanding of marketing innovation, providing actionable insights and strategic frameworks to navigate the complexities of the digital age with confidence and agility.

Digital Marketing

Author : Paulo Botelho Pires
Publisher : CRC Press
ISBN 13 : 1040052088
Total Pages : 334 pages
Book Rating : 4.0/5 (4 download)

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Book Synopsis Digital Marketing by : Paulo Botelho Pires

Download or read book Digital Marketing written by Paulo Botelho Pires and published by CRC Press. This book was released on 2024-07-12 with total page 334 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital marketing is not a new concept, it is not a trend, and it is not a fad either. Digital marketing has existed for over twenty years and is currently applied in all areas and marketing activities. For this reason, it is necessary to know the changes it has brought about, both in the theoretical framework, so that it can be taught, and from an empirical perspective, so that it can be applied in real contexts. The changes have been profound and far-reaching. This work addresses this theme, aiming to analyse the transversal impact of the digital in the different marketing sectors, describing the profound changes that the digital has provoked in the main marketing activities and their sectors, also referring to the current practices in use in each included topic. It begins by looking at the classic marketing topics, opening with an analysis of the impact that digital has had and is having on the marketing strategy of organisations, moving on to the study of consumer behaviour in an era of continuous use of electronic devices. This is followed by a new topic which is marketing research and data analysis, in a context where managers now have, more data, information and knowledge about the organisation, competitors, consumers and the wider environment than ever before. Marketing themes were also identified that have been significantly changed with digital. Communication is another of the themes of reference, with profound changes in recent times, followed by management of sales teams, supply chain management, relationship marketing, and internal marketing. The last chapters are also relevant contributions, being dedicated to marketing sectors: services, B2B marketing, internationalisation, politics, tourism, and NGOs.

New Approaches to Data Analytics and Internet of Things Through Digital Twin

Author : Karthikeyan, P.
Publisher : IGI Global
ISBN 13 : 1668457245
Total Pages : 326 pages
Book Rating : 4.6/5 (684 download)

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Book Synopsis New Approaches to Data Analytics and Internet of Things Through Digital Twin by : Karthikeyan, P.

Download or read book New Approaches to Data Analytics and Internet of Things Through Digital Twin written by Karthikeyan, P. and published by IGI Global. This book was released on 2022-09-30 with total page 326 pages. Available in PDF, EPUB and Kindle. Book excerpt: Even though many data analytics tools have been developed in the past years, their usage in the field of cyber twin warrants new approaches that consider various aspects including unified data representation, zero-day attack detection, data sharing across threat detection systems, real-time analysis, sampling, dimensionality reduction, resource-constrained data processing, and time series analysis for anomaly detection. Further study is required to fully understand the opportunities, benefits, and difficulties of data analytics and the internet of things in today’s modern world. New Approaches to Data Analytics and Internet of Things Through Digital Twin considers how data analytics and the internet of things can be used successfully within the field of digital twin as well as the potential future directions of these technologies. Covering key topics such as edge networks, deep learning, intelligent data analytics, and knowledge discovery, this reference work is ideal for computer scientists, industry professionals, researchers, scholars, practitioners, academicians, instructors, and students.

Handbook of Research on Future Policies and Strategies for Nation Branding

Author : Pistikou, Victoria
Publisher : IGI Global
ISBN 13 : 1799875350
Total Pages : 383 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Handbook of Research on Future Policies and Strategies for Nation Branding by : Pistikou, Victoria

Download or read book Handbook of Research on Future Policies and Strategies for Nation Branding written by Pistikou, Victoria and published by IGI Global. This book was released on 2021-06-18 with total page 383 pages. Available in PDF, EPUB and Kindle. Book excerpt: By taking corporate marketing concepts and applying it to countries, “nation branding” is a way for these regions to enhance their reputations and project a desired image for international recognition. New modes of publicity and marketing geared towards geographic location fall into this category, leading nation branding to have vast benefits for the economics and societies of countries. New marketing strategies have emerged and are being adopted to consequently brand countries with this purpose of economic growth. By studying these emerging strategies and methods, nations can best develop a desired brand and reputation to foster growth and prosperity. The Handbook of Research on Future Policies and Strategies for Nation Branding discusses how exactly nation branding works to benefit the function and mission of these nations along with showing how nation branding can be used as a strategic asset for the redesign of economic, political, and social characteristics of a country. The chapters outline the given situation of nations and the nature and implications of the brand that is required, measure branding inference, and propose future steps for nation branding. This book is a critical reference source for brand managers, tourism professionals, marketers, advertisers, government officials, travel agencies, academicians, researchers, and students working in the fields of international relations, economics, social sciences, business studies, marketing, and entrepreneurship.

Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing

Author : El-Gohary, Hatem
Publisher : IGI Global
ISBN 13 : 1799871940
Total Pages : 471 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing by : El-Gohary, Hatem

Download or read book Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing written by El-Gohary, Hatem and published by IGI Global. This book was released on 2021-06-25 with total page 471 pages. Available in PDF, EPUB and Kindle. Book excerpt: The business world today is changing enormously due to many factors that affect every element of the business cycle worldwide. From globalization to recession, in addition to other environmental forces, companies today face numerous challenges that have a great impact on business. Among the factors that are affecting the current way business is conducted are the emergence of marketing tools including the internet, internet of things (IoT), virtual reality, mobile applications, social media, electronic word of mouth (eWoM), artificial intelligence, digital marketing, and more that have a great impact not only on customers but also on companies. It is imperative for businesses to embrace the utilization of these tools in order to expand their customer base and provide unique, successful consumer experiences. The Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing provides comprehensive coverage of current global marketing trends related to the use of technology. The book links the industry with academia by providing useful insights on how to improve businesses’ ability to create and customize customer value and loyalty. Covering topics including e-commerce, mobile marketing, website development, and phygital customer experiences, this book is essential for marketers, brand managers, advertisers, IT consultants and specialists, customer relations officers, managers, practitioners, business owners, marketing and business associations, students, researchers, and academicians interested in incorporating the latest technologies and marketing strategies into their businesses and studies.

Handbook of Research on Consumer Behavior Change and Data Analytics in the Socio-Digital Era

Author : Keikhosrokiani, Pantea
Publisher : IGI Global
ISBN 13 : 1668441705
Total Pages : 484 pages
Book Rating : 4.6/5 (684 download)

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Book Synopsis Handbook of Research on Consumer Behavior Change and Data Analytics in the Socio-Digital Era by : Keikhosrokiani, Pantea

Download or read book Handbook of Research on Consumer Behavior Change and Data Analytics in the Socio-Digital Era written by Keikhosrokiani, Pantea and published by IGI Global. This book was released on 2022-06-24 with total page 484 pages. Available in PDF, EPUB and Kindle. Book excerpt: The emergence of new technologies within the industrial revolution has transformed businesses to a new socio-digital era. In this new era, businesses are concerned with collecting data on customer needs, behaviors, and preferences for driving effective customer engagement and product development, as well as for crucial decision making. However, the ever-shifting behaviors of consumers provide many challenges for businesses to pinpoint the wants and needs of their audience. The Handbook of Research on Consumer Behavior Change and Data Analytics in the Socio-Digital Era focuses on the concepts, theories, and analytical techniques to track consumer behavior change. It provides multidisciplinary research and practice focusing on social and behavioral analytics to track consumer behavior shifts and improve decision making among businesses. Covering topics such as consumer sentiment analysis, emotional intelligence, and online purchase decision making, this premier reference source is a timely resource for business executives, entrepreneurs, data analysts, marketers, advertisers, government officials, social media professionals, libraries, students and educators of higher education, researchers, and academicians.

Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector

Author : Santos, José Duarte
Publisher : IGI Global
ISBN 13 : 1799872645
Total Pages : 355 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector by : Santos, José Duarte

Download or read book Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector written by Santos, José Duarte and published by IGI Global. This book was released on 2021-06-25 with total page 355 pages. Available in PDF, EPUB and Kindle. Book excerpt: The healthcare sector has never been under as much pressure as it is today. This pressure has motivated organizations to reinvent themselves, forcing management and marketing to take a more active role. Due to this reinvention, organizations must incorporate a stronger culture of management and marketing orientation that allows companies to define their course, optimize their resources, communicate with their stakeholders more efficiently, and encourage customers to become more involved with the company. This need is particularly urgent in the healthcare sector, as its weight in the economy has grown recently and it must prepare for economic recovery. Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector provides knowledge and skills to apply management and marketing on strategic, tactical, and operational aspects with an emphasis on the healthcare industry. Various aspects of management and marketing, such as operations management, quality management, human resources, brand management, and digital marketing, are discussed. The book is ideal for management and marketing academics, their students (undergraduate/graduate programs), researchers, managers, advertisers, healthcare organizations, hospital boards, pharmaceutical representatives, and marketers who need to optimize the potential of management marketing applied in the healthcare industry.

New Perspectives and Paradigms in Applied Economics and Business

Author : William C. Gartner
Publisher : Springer Nature
ISBN 13 : 3031238443
Total Pages : 459 pages
Book Rating : 4.0/5 (312 download)

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Book Synopsis New Perspectives and Paradigms in Applied Economics and Business by : William C. Gartner

Download or read book New Perspectives and Paradigms in Applied Economics and Business written by William C. Gartner and published by Springer Nature. This book was released on 2023-03-20 with total page 459 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book features a collection of high-quality and peer-reviewed papers from the 2022 6th International Conference on Applied Economics and Business (ICAEB), which was held in Stockholm, Sweden, during August 24-26, 2022. ICAEB serves as a platform for presentation of new advances and research results in the fields of applied economics and business. Applied economics is used to improve the quality of practice in business and public policy by thinking meticulously about new ways to approach old problems. Presentations at the conference include the topical areas of development, ecological, financial, forensic, information, institutional, international, labor, managerial, mathematical, monetary, and other related economic aspects. All these topics relate to an overall theme of sustainable development from an economic perspective. The conference brings together scientists from different fields of applied economic research in order to exchange ideas and experiences leading to improved methods of economic analysis.

Research Anthology on Social Media Advertising and Building Consumer Relationships

Author : Management Association, Information Resources
Publisher : IGI Global
ISBN 13 : 1668462885
Total Pages : 2012 pages
Book Rating : 4.6/5 (684 download)

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Book Synopsis Research Anthology on Social Media Advertising and Building Consumer Relationships by : Management Association, Information Resources

Download or read book Research Anthology on Social Media Advertising and Building Consumer Relationships written by Management Association, Information Resources and published by IGI Global. This book was released on 2022-05-13 with total page 2012 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media has become a key tool that businesses must utilize in all areas of their practices to build relationships with their customer base and promote their products. This technology is no longer optional as those who do not take advantage of the many benefits it offers continue to struggle with outdated practices. In order for businesses to flourish, further study on the advantages social media provides in the areas of marketing and developing consumer relationships is required. The Research Anthology on Social Media Advertising and Building Consumer Relationships considers best practices and strategies of utilizing social media successfully throughout various business fields to promote products, build relationships, and maintain relevancy. This book also discusses common pitfalls and challenges companies face as they attempt to create a name for themselves in the online world. Covering topics such as marketing, human aspects of business, and branding, this major reference work is crucial for managers, business owners, entrepreneurs, researchers, scholars, academicians, practitioners, instructors, and students.

Strengthening SME Performance Through Social Media Adoption and Usage

Author : Qalati, Sikandar Ali
Publisher : IGI Global
ISBN 13 : 1668457717
Total Pages : 307 pages
Book Rating : 4.6/5 (684 download)

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Book Synopsis Strengthening SME Performance Through Social Media Adoption and Usage by : Qalati, Sikandar Ali

Download or read book Strengthening SME Performance Through Social Media Adoption and Usage written by Qalati, Sikandar Ali and published by IGI Global. This book was released on 2023-03-17 with total page 307 pages. Available in PDF, EPUB and Kindle. Book excerpt: Small and medium-sized enterprises (SMEs) are recognized as the backbone of todays world economy. However, SMEs are well known for having limitations and acceptance barriers in adopting new technology even though the internet and communications channels revolution has changed the way people conduct business today. Further, the COVID-19 pandemic has disturbed the operations of SMEs and increased the burden on social media application globally. It is essential that SMEs utilize social media to strengthen their performance. Strengthening SME Performance Through Social Media Adoption and Usage explores experiences in different technological, managerial, organizational, and entrepreneurial environmental issues. It focuses on different conceptions of factors and consequences influencing social media usage and SME performance. Covering topics such as corporate social responsibility, marketing frameworks, and social media adoption, this premier reference source is a valuable resource for entrepreneurs, business leaders and managers, human resource managers, marketers, consultants, students and educators of higher education, librarians, researchers, and academicians.

Cases on Academic Program Redesign for Greater Racial and Social Justice

Author : Cain-Sanschagrin, Ebony
Publisher : IGI Global
ISBN 13 : 1799884651
Total Pages : 383 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Cases on Academic Program Redesign for Greater Racial and Social Justice by : Cain-Sanschagrin, Ebony

Download or read book Cases on Academic Program Redesign for Greater Racial and Social Justice written by Cain-Sanschagrin, Ebony and published by IGI Global. This book was released on 2021-11-19 with total page 383 pages. Available in PDF, EPUB and Kindle. Book excerpt: Faculty and students confront persistent racial, economic, and social inequities in higher education locally, nationally, and globally. To counter these inequities, there has been a recent focus on universities providing an inclusive curriculum that serves the needs of students from a wide range of backgrounds. Inclusive and equitable courses and instruction are crucial in today’s world as calls for racial and social justice grow, particularly in higher education. Universities and instructors must take action and make changes to best serve their students. Cases on Academic Program Redesign for Greater Racial and Social Justice provides an equity-oriented practical guide for those in higher education who are engaged in the work of curricular reform or program development. It also explores practices and approaches to curriculum development that consider program quality and equitable outcomes as mutually beneficial and necessary outcomes. Covering a range of topics such as antiracism and mindful hiring, it is ideal for teachers, instructional designers, curricula developers, administrators, academics, professors, educators, researchers, those working in higher education, and students.

Adoption and Implementation of AI in Customer Relationship Management

Author : Singh, Surabhi
Publisher : IGI Global
ISBN 13 : 1799879615
Total Pages : 289 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Adoption and Implementation of AI in Customer Relationship Management by : Singh, Surabhi

Download or read book Adoption and Implementation of AI in Customer Relationship Management written by Singh, Surabhi and published by IGI Global. This book was released on 2021-10-15 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: Integration of artificial intelligence (AI) into customer relationship management (CRM) automates the sales, marketing, and services in organizations. An AI-powered CRM is capable of learning from past decisions and historical patterns to score the best leads for sales. AI will also be able to predict future customer behavior. These tactics lead to better and more effective marketing strategies and increases the scope of customer services, which allow businesses to build healthier relationships with their consumer base. Adoption and Implementation of AI in Customer Relationship Management is a critical reference source that informs readers about the transformations that AI-powered CRM can bring to organizations in order to build better services that create more productive relationships. This book uses the experience of past decisions and historical patterns to discuss the ways in which AI and CRM lead to better analytics and better decisions. Discussing topics such as personalization, quality of services, and CRM in the context of diverse industries, this book is an important resource for marketers, brand managers, IT specialists, sales specialists, managers, students, researchers, professors, academicians, and stakeholders.

Disruptive Innovation and Emerging Technologies for Business Excellence in the Service Sector

Author : Vipin Nadda
Publisher : IGI Global
ISBN 13 : 1799891968
Total Pages : 304 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Disruptive Innovation and Emerging Technologies for Business Excellence in the Service Sector by : Vipin Nadda

Download or read book Disruptive Innovation and Emerging Technologies for Business Excellence in the Service Sector written by Vipin Nadda and published by IGI Global. This book was released on 2022-03-11 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: The book provides an in-depth understanding of various dimensions of scope of disruptive business innovation, to help readers understand the contributions and implications of disruptive technology, and aid in trend forecasting, design thinking and its applications, and the role of data mining & predictive analysis in today's business world.

Digital Strategies

Author : Regina Luttrell
Publisher : Oxford University Press, USA
ISBN 13 : 9780190925390
Total Pages : 272 pages
Book Rating : 4.9/5 (253 download)

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Book Synopsis Digital Strategies by : Regina Luttrell

Download or read book Digital Strategies written by Regina Luttrell and published by Oxford University Press, USA. This book was released on 2021-03-16 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital Strategies explains the role of social media in public relations, marketing, and business decisions. In plain language and engaging case studies this book lays out the strategies, tactics, successes, and challenges of the contemporary media environment so that students learn the fundamentals through practical examples. It is designed to improve the readiness of students entering the field of communications and advance the reader's understanding of the social web and how emerging technologies rooted in artificial intelligence bring new capabilities and insights from social intelligence to the profession.