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Promoting Consumer Engagement Through Emotional Branding And Sensory Marketing
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Book Synopsis Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing by : Gupta, Monika
Download or read book Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing written by Gupta, Monika and published by IGI Global. This book was released on 2022-12-09 with total page 317 pages. Available in PDF, EPUB and Kindle. Book excerpt: Emotional impulses heavily influence the behavior of customers. Sensory marketing establishes an emotional connection between the company and the customers, thus yielding a positive response towards the brand. It has a strong influence not only on the perceptions but also on the choices of the customers. It assists the organizations in delivering a unique multisensory experience and capitalizes on new marketing opportunities. Therefore, businesses should carefully formulate sensory marketing strategies revolving around the details of offered product mix, prospective modes of communication, as well as point-of-sale actions. Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing provides strategies for approaching customers through their senses to better formulate effective sensory tactics. It strengthens the research in communicating brand image, enhancing brand recognition, generating brand loyalty, and increasing brand appeal through sensory marketing. Covering topics such as customer engagement, brand experience, and service quality, this premier reference source is an indispensable resource for business leaders and executives, marketing professionals, brand specialists, students and faculty of higher education, librarians, researchers, and academicians.
Book Synopsis Driving Customer Appeal Through the Use of Emotional Branding by : Garg, Ruchi
Download or read book Driving Customer Appeal Through the Use of Emotional Branding written by Garg, Ruchi and published by IGI Global. This book was released on 2017-09-13 with total page 366 pages. Available in PDF, EPUB and Kindle. Book excerpt: The value of advertising has always been an effective way to increase consumerism among customers. Through the use of emotional branding, companies and organizations can now target new and old patrons while building a strong relationship with them at the same time, to ensure future sales. Driving Customer Appeal Through the Use of Emotional Branding is a critical scholarly resource that examines the responses consumers have to differing advertising strategies, and how these reactions impact sales. Featuring relevant topics such as multisensory experiences, customer experience management, brand hate, and product innovation, this publication is ideal for CEOs, business managers, academicians, students, and researchers that are interested in discovering more effective and efficient methods for driving business.
Book Synopsis Leveraging ChatGPT and Artificial Intelligence for Effective Customer Engagement by : Bansal, Rohit
Download or read book Leveraging ChatGPT and Artificial Intelligence for Effective Customer Engagement written by Bansal, Rohit and published by IGI Global. This book was released on 2024-01-24 with total page 370 pages. Available in PDF, EPUB and Kindle. Book excerpt: Academic scholars find themselves confronted with a formidable challenge: staying abreast of the ever-evolving landscape of Artificial Intelligence(AI). The intricate interplay between AI and its profound impact on various facets of society, including customer engagement, remains an enigma for many. This knowledge gap not only hampers their ability to contribute meaningfully to their fields but also leaves them trailing behind the dynamic developments taking place in industries worldwide. As AI continues to reshape the business environment, it becomes imperative for academia to bridge this chasm between theory and practice. Leveraging ChatGPT and Artificial Intelligence for Effective Customer Engagement is an effective solution to the pressing problem at hand. With meticulous clarity, it unravels the complexities of ChatGPT, an innovative AI technology, and its revolutionary potential in the realm of customer engagement. It offers a lifeline to academic scholars seeking to navigate the uncharted territory of AI, providing them with an in-depth understanding of how ChatGPT can reshape customer interactions.
Download or read book Emotional Branding written by Marc Gobe and published by Simon and Schuster. This book was released on 2010-02-09 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: Emotional Branding is the best selling revolutionary business book that has created a movement in branding circles by shifting the focus from products to people. The “10 Commandments of Emotional Branding” have become a new benchmark for marketing and creative professionals, emotional branding has become a coined term by many top industry experts to express the new dynamic that exists now between brands and people. The emergence of social media, consumer empowerment and interaction were all clearly predicted in this book 10 years ago around the new concept of a consumer democracy. In this updated edition, Marc Gobé covers how social media helped elect Barack Obama to the White House, how the idea behind Twitter is transforming our civilization, and why new generations are re-inventing business, commerce, and management as we know it by leveraging the power of the web. In studying the role of women as "shoppers in chief, "and defining the need to look at the marketplace by recognizing differences in origins, cultures, and choices, Emotional Branding foresaw the break up of mass media to more targeted and culturally sensitive modes of communications. As the first marketing book ever to study the role of the LGBTQ community as powerful influencers for many brands, Emotional Branding opened the door to a renewed sensitivity toward traditional research that privilege individuality and the power of the margins to be at the center of any marketing strategy. A whole segment in the book looks at the role of the senses in branding and design. The opportunity that exists in understanding how we feel about a brand determines how much we want to buy. By exploring the 5 senses, Emotional Branding shows how some brands have built up their businesses by engaging in a sensory interaction with their consumers. Emotional Branding explores how effective consumer interaction needs to be about senses and feelings, emotions and sentiments. Not unlike the Greek culture that used philosophy, poetry, music, and the art of discussion and debate to stimulate the imagination, the concept of emotional branding establishes the forum in which people can convene and push the limits of their creativity. Through poetry the Greeks invented mathematics, the basis of science, sculpture, and drama. Unless we focus on humanizing the branding process we will lose the powerful emotional connection people have with brands. Critics hailed Emotional Branding as a breakthrough and a fresh approach to building brands. Design in this book is considered a new media, the web a place where people will share information and communicate, architecture a part of the brand building process, and people as the most powerful element of any branding strategy. Most importantly, it emphasizes the need to transcend the traditional language of marketing--from one based on statistics and data to a visually compelling new form of communication that fosters creativity and innovation. Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.
Book Synopsis Technology-Driven E-Learning Pedagogy Through Emotional Intelligence by : Sharma, Pooja Chaturvedi
Download or read book Technology-Driven E-Learning Pedagogy Through Emotional Intelligence written by Sharma, Pooja Chaturvedi and published by IGI Global. This book was released on 2023-05-12 with total page 316 pages. Available in PDF, EPUB and Kindle. Book excerpt: Empirical and anecdotal data suggests that education technology increases access to learning, democratizes knowledge, and increases the breadth and richness of the learning experience. Due to this, there is a need to disseminate awareness and information about the role of emotional intelligence and technology from various dimensions to help students and teachers maintain the quality of e-learning and emotional well-being. Technology-Driven E-Learning Pedagogy Through Emotional Intelligence provides updated research perspectives focusing on the relationship between e-learning pedagogy, technology, and emotional intelligence. Covering key topics such as blended learning, resilience, social awareness, and empathy, this reference work is ideal for administrators, researchers, scholars, academicians, practitioners, instructors, and students.
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.
Book Synopsis Global Agricultural and Food Marketing in a Global Context: Advancing Policy, Management, and Innovation by : Maiwashe-Tagwi, Aluwani
Download or read book Global Agricultural and Food Marketing in a Global Context: Advancing Policy, Management, and Innovation written by Maiwashe-Tagwi, Aluwani and published by IGI Global. This book was released on 2023-03-20 with total page 255 pages. Available in PDF, EPUB and Kindle. Book excerpt: Over 70% of food production is in the hands of farmers; however, numerous studies have shown that smallholder farmers do not have access to markets. The reasons for this failure have been attributed to a lack of financial resources and infrastructure. To date, no one has questioned the role that graduates, academics, agricultural economists, and agricultural extension officials play in the plight of market access. Global Agricultural and Food Marketing in a Global Context: Advancing Policy, Management, and Innovation discusses key aspects of the agricultural marketing context including the policy environment, the available local markets and how they operate, the conditions and requirements for international trade, the logistic system operations, and the technology developments in marketing. Covering topics such as produce, food production, and digital marketing, this reference work is ideal for farmers, government officials, policymakers, researchers, scholars, academicians, practitioners, educators, and students.
Book Synopsis Cases on Social Justice in China and Perspectives on Chinese Brands by : Elhaoussine, Youssef
Download or read book Cases on Social Justice in China and Perspectives on Chinese Brands written by Elhaoussine, Youssef and published by IGI Global. This book was released on 2023-01-23 with total page 299 pages. Available in PDF, EPUB and Kindle. Book excerpt: As a rising superpower and economy, China and the Chinese society have attracted the attention of the world. However, because of the language and cultural barrier, it is difficult for foreign academics and the foreign public to grasp what is happening within Chinese society. This is particularly the case if a foreign audience wishes to understand the Chinese public and how social justice plays out in China. Cases on Social Justice in China and Perspectives on Chinese Brands proposes an objective view of the effect that social justice and online public debates had on brands by describing and reporting the real situation in China where brands faced a public outcry after a controversial event and by considering how the brands were affected. Covering key topics such as brand activity, social media, boycotts, vulgar marketing, and salary disputes, this reference work is ideal for government officials, policymakers, researchers, scholars, academicians, practitioners, instructors, and students.
Book Synopsis Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape by : Miguélez-Juan, Blanca
Download or read book Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape written by Miguélez-Juan, Blanca and published by IGI Global. This book was released on 2023-01-09 with total page 463 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a globalized world full of noise, brands are constantly launching messages through different channels. For the last two decades, brands, marketers, and creatives have faced the difficult task of reaching those individuals who do not want to watch or listen to what they are trying to tell them. By producing fewer ads or making them louder or more striking, more brands and communications professionals are not going to get those people to pay more attention to their messages; they will only want to avoid advertising in all media. The Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape provides a theoretical, reflective, and empirical perspective on branded content and branded entertainment in relation to audience engagement. It reviews different cases about branded content to address the dramatic change that brands and conventional advertising are facing short term. Covering topics such as branded content measurement tools, digital entertainment culture, and government storytelling, this major reference work is an excellent resource for marketers, advertising agencies, brand managers, business leaders and managers, communications professionals, government officials, non-profit organizations, students and educators of higher education, academic libraries, researchers, and academicians.
Book Synopsis Handbook of Research on the Interplay Between Service Quality and Customer Delight by : Sarma, Sarmistha
Download or read book Handbook of Research on the Interplay Between Service Quality and Customer Delight written by Sarma, Sarmistha and published by IGI Global. This book was released on 2023-01-31 with total page 462 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research in the field of service quality and consumer behavior has developed in many dimensions in the past decade. A number of models have been developed to determine the factors leading to satisfaction; however, within the past few years, scholars have proved that satisfaction is not sufficient to leave a strong mark in the minds of the customers. Service quality and customer delight have been the buzzwords in the business world in recent times as scholars have proven that customer delight is the key to customer retention. The Handbook of Research on the Interplay Between Service Quality and Customer Delight considers how companies around the world in a cross-cultural environment are dealing with service quality and customer delight and proposes a global outlook on the current trends, tactics, and opportunities. Covering key topics such as buyer funnels, consumer dissonance, and digital solutions, this reference work is ideal for business owners, managers, industry professionals, researchers, scholars, practitioners, academicians, instructors, and students.
Book Synopsis Cases on Enhancing Business Sustainability Through Knowledge Management Systems by : Russ, Meir
Download or read book Cases on Enhancing Business Sustainability Through Knowledge Management Systems written by Russ, Meir and published by IGI Global. This book was released on 2023-06-26 with total page 390 pages. Available in PDF, EPUB and Kindle. Book excerpt: Artificial intelligence (AI) is becoming a reality for pioneering organizations while they are facing complex and multifaceted aspects of business sustainability with ambiguous and changing ethical norms and vague or nonexistent legislation. The first quarter of the 21st century was identified as the beginning of the continuous, ongoing, and accelerating wave of simultaneous general purpose technologies revolutions causing accelerated shrinkage of the half-life of knowledge. Cases on Enhancing Business Sustainability Through Knowledge Management Systems presents teaching case studies exploring the formulation and implementation of knowledge management systems (KMS) in organizations. Covering topics such as automation, machine learning, and socio-ecological innovation, this case book is an essential resource for business leaders and managers, IT managers, entrepreneurs, government officials, computer scientists, students and educators of higher education, librarians, researchers, and academicians.
Book Synopsis Balancing Automation and Human Interaction in Modern Marketing by : Nair, Arjun J.
Download or read book Balancing Automation and Human Interaction in Modern Marketing written by Nair, Arjun J. and published by IGI Global. This book was released on 2024-04-05 with total page 348 pages. Available in PDF, EPUB and Kindle. Book excerpt: In modern marketing, a pivotal challenge has surfaced - finding the delicate balance between automation and human interaction. This challenge stems from the rapid advancement of artificial intelligence (AI) technologies, which, while promising unparalleled efficiency and innovation, also lack the personal touch inherent in traditional marketing. As AI gains prominence, marketers grapple with integrating automated processes while preserving the authenticity and emotional resonance that human engagement brings. Balancing Automation and Human Interaction in Modern Marketing positions itself as a guiding force in achieving balance amid the changing marketing landscape. Within the pages of this book lies a comprehensive exploration of contemporary marketing challenges centered on striking the right balance between automation and human interaction. The quest for optimal equilibrium threads through topics such as elevating customer experiences, scalable personalization through AI, emotional intelligence in marketing, and the critical role of human-centered design. By addressing these challenges head-on, the book provides practical advice for implementing AI in marketing but positions ethics at the forefront. It advocates for responsible AI-driven marketing, fostering trust, and ensuring that the human touch remains a cornerstone of brand-consumer relationships.
Book Synopsis Applications of Neuromarketing in the Metaverse by : Gupta, Monika
Download or read book Applications of Neuromarketing in the Metaverse written by Gupta, Monika and published by IGI Global. This book was released on 2023-05-22 with total page 365 pages. Available in PDF, EPUB and Kindle. Book excerpt: The metaverse is opening new avenues of opportunities for product manufacturers as well as service providers; due to this, further study on the scope and challenges that the application of neuromarketing in virtual worlds faces across different disciplines and business segments is required. The immense growth potential currently untapped in the metaverse domain can be taken to a different level altogether with the help of neuromarketing applications. Applications of Neuromarketing in the Metaverse discusses brand positioning among the target market in the virtual world through the application of neuromarketing principles and techniques. The book also explores consumer behavior and decodes their physiological and psychological responses in the metaverse domain with the help of tools and technologies used in neuromarketing. Covering key topics such as media, virtual reality, and branding, this premier reference source is ideal for industry professionals, marketers, business owners, managers, researchers, academicians, scholars, practitioners, instructors, and students.
Book Synopsis Adoption of NFTs and Cryptocurrency in Marketing by : Malik, Reena
Download or read book Adoption of NFTs and Cryptocurrency in Marketing written by Malik, Reena and published by IGI Global. This book was released on 2024-04-23 with total page 317 pages. Available in PDF, EPUB and Kindle. Book excerpt: In modern business, digital skills have become a prerequisite for organizational success. Amidst the digital transformation, cryptocurrencies and Non-Fungible Tokens (NFTs) have emerged as potent tools for those seeking to harness data's power and engage with their audiences in novel ways. Adoption of NFTs and Cryptocurrency in Marketing delves into the pivotal role of these digital assets, examining their impact on marketing strategies and customer interactions. The book explores the past, present, and future evolution of NFTs, providing a comprehensive understanding of their journey. Through insightful discussions, it navigates the symbiotic relationship between branding and NFTs, showcasing real-world use cases and illuminating the potential for transformative marketing campaigns. From the applications and use cases of NFT adoption to the fusion of physical and digital realms (Phygital NFTs), the book lays the groundwork for understanding the vast opportunities presented by Web 3.0. This book is ideal for practitioners, researchers, and academicians in marketing. It offers a deep dive into strategies and case studies, providing a roadmap for integrating NFTs into marketing initiatives. From multilevel marketing to loyalty programs and tokenization, the book addresses the multifaceted dimensions of NFTs and cryptocurrencies in the marketing domain.
Book Synopsis Building Organizational Resilience With Neuroleadership by : Saluja, Shefali
Download or read book Building Organizational Resilience With Neuroleadership written by Saluja, Shefali and published by IGI Global. This book was released on 2024-04-04 with total page 375 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today's landscape of leadership and management, a pressing issue confronts professionals at all levels. Traditional leadership paradigms, including emotional intelligence, are proving insufficient in meeting the demands of the dynamic professional environment. Leaders, both aspiring and experienced, grapple with the challenge of establishing deeper, more meaningful connections in both personal and professional spheres. What exacerbates this issue is the lack of awareness regarding the untapped potential residing at the intersection of neuroscience, cognitive psychology, and social sciences. Building Organizational Resilience With Neuroleadership serves as a beacon of knowledge and a solution to this enduring challenge. This thought-provoking book embarks on an illuminating journey through the emerging field of neuroleadership, seamlessly integrating insights from neuroscience, cognitive psychology, and leadership studies. It offers a comprehensive solution, meticulously crafted for academic scholars, researchers, management students, and seasoned professionals who aspire to transcend their leadership abilities. This groundbreaking book propels emotional intelligence to new heights, empowering leaders to forge more profound connections within their teams and organizations. By unraveling the neural underpinnings of effective leadership, it equips readers with the tools to recognize and manage emotions, thereby fostering authenticity in their interactions. It also reveals the profound influence of neurons, encouraging both budding and seasoned leaders to embrace the extraordinary role of brain functions in shaping magnetic organizational cultures and teams. By bringing together the collaborative efforts of pioneering researchers, social scientists, and behavioral experts, a wholistic solution is prepared within the pages of this text.
Book Synopsis Service Innovations in Tourism: Metaverse, Immersive Technologies, and Digital Twin by : Singh, Surabhi
Download or read book Service Innovations in Tourism: Metaverse, Immersive Technologies, and Digital Twin written by Singh, Surabhi and published by IGI Global. This book was released on 2024-03-07 with total page 317 pages. Available in PDF, EPUB and Kindle. Book excerpt: There is a serious issue affecting the tourism sector right now. Traditional service models and approaches are no longer sufficient to meet the evolving needs and expectations of travelers in a world characterized by unpredictability and rapid change. The demand for immersive and unique experiences has pushed this industry to explore innovative solutions. The challenge serves as the backdrop for the book, Service Innovations in Tourism: Metaverse, Immersive Technologies, and Digital Twin. In response to the industry's changing demands, this book offers a visionary solution. It presents a thorough exploration of service innovations in tourism, focusing on the transformative potential of the metaverse, digital twins, and immersive technologies. These cutting-edge innovations are reshaping the tourism landscape, offering travelers exciting new ways to choose accommodations, plan trips, and engage in events. This book goes beyond theoretical exploration into practical guidance that gives academic scholars, practitioners, students, and industry professionals the skills and insights they need to navigate and thrive in this quickly evolving field.
Book Synopsis Effective AI, Blockchain, and E-Governance Applications for Knowledge Discovery and Management by : Kumar, Rajeev
Download or read book Effective AI, Blockchain, and E-Governance Applications for Knowledge Discovery and Management written by Kumar, Rajeev and published by IGI Global. This book was released on 2023-09-25 with total page 421 pages. Available in PDF, EPUB and Kindle. Book excerpt: Emerging technologies have become both crucibles and showrooms for the practical application of artificial intelligence, the internet of things, and cloud computing, and for integrating big data into everyday life. Is the digital world optimized and sustainable using intelligence systems, machine learning, and cyber security methods? This complex concoction of challenges requires new thinking of the synergistic utilization of intelligence systems, machine learning, deep learning and blockchain methods, data-driven decision-making with automation infrastructure, autonomous transportation, and connected buildings. Effective AI, Blockchain, and E-Governance Applications for Knowledge Discovery and Management provides a global perspective on current and future trends concerning the integration of intelligent systems with cybersecurity applications, including recent advances and challenges related to the concerns of security and privacy issues in deep learning with an emphasis on the current state-of-the-art methods, methodologies and implementation, attacks, and countermeasures. The book also discusses the challenges that need to be addressed for implementing DL-based security mechanisms that should have the capability of collecting or distributing data across several applications. Topics covered include skill development and tools for intelligence systems, deep learning, machine learning, blockchain, IoT, cloud computing, data ethics, and infrastructure. It is ideal for independent researchers, research scholars, scientists, libraries, industry experts, academic students, business associations, communication and marketing agencies, entrepreneurs, and all potential audiences with a specific interest in these topics.
