Digital Marketing Strategies for Value Co-creation

Download Digital Marketing Strategies for Value Co-creation PDF Online Free

Author :
Publisher : Springer Nature
ISBN 13 : 3030944441
Total Pages : 259 pages
Book Rating : 4.0/5 (39 download)

DOWNLOAD NOW!


Book Synopsis Digital Marketing Strategies for Value Co-creation by : Wilson Ozuem

Download or read book Digital Marketing Strategies for Value Co-creation written by Wilson Ozuem and published by Springer Nature. This book was released on 2022-03-21 with total page 259 pages. Available in PDF, EPUB and Kindle. Book excerpt: Online brand communities (OBCs) are hugely important in the development of marketing strategy, but it is unclear how marketers can effectively utilise these platforms to enhance and develop consumer engagement. For an online brand community to be successful, it should allow members to feel a connection to the brand and with other members while forming a disconnection from those not belonging to the community. It should also have rituals and traditions that join members together over a revered commonality, and moral responsibility in contributing to the community. Indeed, brands play active roles in securing degrees of activity in OBCs’ through content that offers members the quality of engagement they seek. This book focuses on contemporary digital marketing issues in OBCs, offering a comprehensive examination of consumers’ response to active engagement in such communities. It discusses how brands can tap into the various levels of participation, engagement and online conversations in the development of marketing strategy and ultimately examines how an online brand community strengthens value co-creation. Balancing theory with practical approaches, this book gives serious treatment to an important yet until now overlooked area of digital marketing strategy, providing an important resource for scholars, students and practitioners.

Digital and Social Media Marketing

Download Digital and Social Media Marketing PDF Online Free

Author :
Publisher : Springer Nature
ISBN 13 : 3030243745
Total Pages : 337 pages
Book Rating : 4.0/5 (32 download)

DOWNLOAD NOW!


Book Synopsis Digital and Social Media Marketing by : Nripendra P. Rana

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

The Power of Co-Creation

Download The Power of Co-Creation PDF Online Free

Author :
Publisher : Simon and Schuster
ISBN 13 : 1439181063
Total Pages : 290 pages
Book Rating : 4.4/5 (391 download)

DOWNLOAD NOW!


Book Synopsis The Power of Co-Creation by : Venkat Ramaswamy

Download or read book The Power of Co-Creation written by Venkat Ramaswamy and published by Simon and Schuster. This book was released on 2010-10-05 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: Apple embraced co-creation to enhance the speed and scope of its innovation, generat­ing over $1 billion for its App-Store partner-developers in two years, even as it overtook Microsoft in market value. Starbucks launched its online platform MyStarbucksIdea.com to tap into ideas from customers and turbocharged a turnaround. Unilever turned to co-creation for redesigning prod­uct lines such as Sunsilk shampoo and revitalized growth. Nike achieved remarkable success with its Nike+ co-creation initiative, which enables a com­munity of over a million runners to interact with one another and the company, increasing its market share by 10 percent in the first year. Co-creation involves redefining the way organizations engage individuals—customers, employees, suppliers, partners, and other stake­holders—bringing them into the process of value creation and engaging them in enriched experi­ences, in order to —formulate new breakthrough strategies —design compelling new products and services —transform management processes —lower risks and costs —increase market share, loyalty, and returns In this pathbreaking book, Venkat Ramaswamy (who coined the term co-creation with C. K. Prahalad) and Francis Gouillart, pioneers in working with com­panies to develop co-creation practices, show how every organization—from large corporation to small firm, and government agency to not-for-profit—can achieve “win more–win more” results with these methods. Based on extraordinary research and the authors’ hands-on experiences with successful projects in co-creation at dozens of the world’s most exciting organizations, The Power of Co-Creation illustrates with detailed examples from leading firms such as those above, as well as from Cisco, GlaxoSmithKline, Ama­zon, Jabil, Predica, Wacoal, Caja Navarra, and many others, how enterprises have used a wide range of “engagement platforms”—and how they have even restructured internal management processes—in order to harness the power of co-creation. As the authors’ wealth of examples make vividly clear, enterprises can no longer afford to view custom­ers and other stakeholders as passive recipients of their products and services but must learn to engage them in defining and delivering enhanced value. Co-creation goes beyond the conventional “process view” of qual­ity, re-engineering, and lean thinking, and is the essential new mind-set and practice for boosting sus­tainable growth, productivity, and profits in the future.

Handbook of Research on Strategic Alliances and Value Co-Creation in the Service Industry

Download Handbook of Research on Strategic Alliances and Value Co-Creation in the Service Industry PDF Online Free

Author :
Publisher : IGI Global
ISBN 13 : 1522520856
Total Pages : 507 pages
Book Rating : 4.5/5 (225 download)

DOWNLOAD NOW!


Book Synopsis Handbook of Research on Strategic Alliances and Value Co-Creation in the Service Industry by : Rozenes, Shai

Download or read book Handbook of Research on Strategic Alliances and Value Co-Creation in the Service Industry written by Rozenes, Shai and published by IGI Global. This book was released on 2017-01-06 with total page 507 pages. Available in PDF, EPUB and Kindle. Book excerpt: Value creation is a pivotal aspect of the modern business industry. By implementing these strategies into initiatives and processes, deeper alliances between customers and organizations can be established. The Handbook of Research on Strategic Alliances and Value Co-Creation in the Service Industry is a comprehensive source of scholarly material on frameworks for the effective management of value co-creation in contemporary business contexts. Highlighting relevant perspectives across a range of topics, such as public relations, service-dominant logic, and consumer culture theory, this publication is ideally designed for professionals, researchers, graduate students, academics, and practitioners interested in emerging developments in the service industry.

Collaboration and Co-creation

Download Collaboration and Co-creation PDF Online Free

Author :
Publisher : Springer Science & Business Media
ISBN 13 : 1441970827
Total Pages : 209 pages
Book Rating : 4.4/5 (419 download)

DOWNLOAD NOW!


Book Synopsis Collaboration and Co-creation by : Gaurav Bhalla

Download or read book Collaboration and Co-creation written by Gaurav Bhalla and published by Springer Science & Business Media. This book was released on 2010-11-02 with total page 209 pages. Available in PDF, EPUB and Kindle. Book excerpt: Today’s consumers are more knowledgeable, networked, and vocal. For them consumption is not merely an act of buying products and services, but an expression of their creative potential. Consequently, they are demanding a say and a voice in how companies conceive, develop, and deliver value to them. It is not surprising, therefore, to hear that a large number of companies are transforming how they innovate—not only in terms of developing new products and services, but in how they are created, delivered, and supported to customers. Open Innovation thinking, where companies collaborate with suppliers, distributors, and customers to co-create unique value, is fast replacing traditional thinking that viewed innovation as a proprietary activity and marketing as a static, one-way broadcast. However, while there is significant advocacy and buy-in for collaborating with customers, there is little guidance for companies on how to undertake the journey from applause and appreciation to execution. Only reading about others’ success stories – Nike, Hallmark, P&G, Mozilla, etc. – is not sufficient for helping a company develop a blueprint for themselves. In Customer Driven Innovation, strategy and branding consultant Gaurav Bhalla presents a concrete framework to help companies systematically and effectively design and implement collaborative innovation programs with their customers that can be applied in both business-to-business and business-to-consumer contexts. The authors describe how today’s technologies allow companies to create dynamic dialogues with their customers through shared networks, virtual marketing techniques, and blogs to develop deeper relationships that reinforce brand loyalty and ultimately drive growth. They challenge traditional approaches to market research that measure "customer satisfaction" from a rear-window perspective, and help companies and their customers look forward instead.P>

Superior Customer Value

Download Superior Customer Value PDF Online Free

Author :
Publisher : Routledge
ISBN 13 : 1351214322
Total Pages : 218 pages
Book Rating : 4.3/5 (512 download)

DOWNLOAD NOW!


Book Synopsis Superior Customer Value by : Art Weinstein

Download or read book Superior Customer Value written by Art Weinstein and published by Routledge. This book was released on 2018-12-07 with total page 218 pages. Available in PDF, EPUB and Kindle. Book excerpt: Superior Customer Value is a state-of-the-art guide to designing, implementing and evaluating a customer value strategy in service, technology and information-based organizations. A customer-centric culture provides focus and direction for an organization, driving and enhancing market performance. By benchmarking the best companies in the world, Weinstein shows students and marketers what it really means to create exceptional value for customers in the Now Economy. Learn how to transform companies by competing via the 5-S framework – speed, service, selection, solutions and sociability. Other valuable tools such as the Customer Value Funnel, Service-Quality-Image-Price (SQIP) framework, SERVQUAL, and the Customer Value/Retention Model frame the reader’s thinking on how to improve marketing operations to create customer-centered organizations. This edition features a stronger emphasis on marketing thinking, planning and strategy, as well as new material on the Now Economy, millennials, customer obsession, business models, segmentation and personalized marketing, customer experience management and customer journey mapping, value pricing, customer engagement, relationship marketing and technology, marketing metrics and customer loyalty and retention. Built on a solid research basis, this practical and action-oriented book will give students and managers an edge in improving their marketing operations to create superior customer experiences.

Digital Marketing Strategy

Download Digital Marketing Strategy PDF Online Free

Author :
Publisher : Edward Elgar Publishing
ISBN 13 : 1035311313
Total Pages : 169 pages
Book Rating : 4.0/5 (353 download)

DOWNLOAD NOW!


Book Synopsis Digital Marketing Strategy by : Niko Lahtinen

Download or read book Digital Marketing Strategy written by Niko Lahtinen and published by Edward Elgar Publishing. This book was released on 2023-07-01 with total page 169 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 marketing strategies can be developed and implemented.

The SAGE Handbook of Service-Dominant Logic

Download The SAGE Handbook of Service-Dominant Logic PDF Online Free

Author :
Publisher : SAGE
ISBN 13 : 152645548X
Total Pages : 801 pages
Book Rating : 4.5/5 (264 download)

DOWNLOAD NOW!


Book Synopsis The SAGE Handbook of Service-Dominant Logic by : Stephen L. Vargo

Download or read book The SAGE Handbook of Service-Dominant Logic written by Stephen L. Vargo and published by SAGE. This book was released on 2018-10-08 with total page 801 pages. Available in PDF, EPUB and Kindle. Book excerpt: The SAGE Handbook of Service-Dominant Logic, edited by Robert Lusch and Stephen Vargo, is an authoritative guide to scholars across disciplines who are conducting or wish to conduct research on S-D logic.

Customer Engagement Marketing

Download Customer Engagement Marketing PDF Online Free

Author :
Publisher : Springer
ISBN 13 : 3319619853
Total Pages : 332 pages
Book Rating : 4.3/5 (196 download)

DOWNLOAD NOW!


Book Synopsis Customer Engagement Marketing by : Robert W. Palmatier

Download or read book Customer Engagement Marketing written by Robert W. Palmatier and published by Springer. This book was released on 2017-08-29 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.

Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications

Download Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications PDF Online Free

Author :
Publisher : IGI Global
ISBN 13 : 1522551883
Total Pages : 1755 pages
Book Rating : 4.5/5 (225 download)

DOWNLOAD NOW!


Book Synopsis Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications by : Management Association, Information Resources

Download or read book Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2018-01-05 with total page 1755 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on emerging technologies, techniques, strategies, and theories in the promotion of brands through forms of digital media. Highlighting a range of topics, such as mobile commerce, brand communication, and social media, this multi-volume book is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

Marketing Theory

Download Marketing Theory PDF Online Free

Author :
Publisher : SAGE Publications Limited
ISBN 13 : 9781847870001
Total Pages : 0 pages
Book Rating : 4.8/5 (7 download)

DOWNLOAD NOW!


Book Synopsis Marketing Theory by : Pauline Maclaran

Download or read book Marketing Theory written by Pauline Maclaran and published by SAGE Publications Limited. This book was released on 2008-01-18 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Theory presents a comprehensive scholarly overview of the development of marketing theory. Drawing on a variety of international sources, the three editors bring together key contributions to the field that reflect both historical and contemporary debates and influences. This major work draws together the many disparate perspectives that have contributed to the development of marketing theory to provide scholars with a substantive reference base from which to further develop the area.

Social and Psychological Determinants of Value Co-creation in the Digital Era

Download Social and Psychological Determinants of Value Co-creation in the Digital Era PDF Online Free

Author :
Publisher : Frontiers Media SA
ISBN 13 : 288971067X
Total Pages : 157 pages
Book Rating : 4.8/5 (897 download)

DOWNLOAD NOW!


Book Synopsis Social and Psychological Determinants of Value Co-creation in the Digital Era by : Ricardo Martinez Cañas

Download or read book Social and Psychological Determinants of Value Co-creation in the Digital Era written by Ricardo Martinez Cañas and published by Frontiers Media SA. This book was released on 2021-07-21 with total page 157 pages. Available in PDF, EPUB and Kindle. Book excerpt:

The Future of Competition

Download The Future of Competition PDF Online Free

Author :
Publisher : Harvard Business Press
ISBN 13 : 1422160742
Total Pages : 273 pages
Book Rating : 4.4/5 (221 download)

DOWNLOAD NOW!


Book Synopsis The Future of Competition by : C. K. Prahalad

Download or read book The Future of Competition written by C. K. Prahalad and published by Harvard Business Press. This book was released on 2004-02-18 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this visionary book, C. K. Prahalad and Venkat Ramaswamy explore why, despite unbounded opportunities for innovation, companies still can't satisfy customers and sustain profitable growth. The explanation for this apparent paradox lies in recognizing the structural changes brought about by the convergence of industries and technologies; ubiquitous connectivity and globalization; and, as a consequence, the evolving role of the consumer from passive recipient to active co-creator of value. Managers need a new framework for value creation. Increasingly, individual customers interact with a network of firms and consumer communities to co-create value. No longer can firms autonomously create value. Neither is value embedded in products and services per se. Products are but an artifact around which compelling individual experiences are created. As a result, the focus of innovation will shift from products and services to experience environments that individuals can interact with to co-construct their own experiences. These personalized co-creation experiences are the source of unique value for consumers and companies alike. In this emerging opportunity space, companies must build new strategic capital—a new theory on how to compete. This book presents a detailed view of the new functional, organizational, infrastructure, and governance capabilities that will be required for competing on experiences and co-creating unique value.

Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future

Download Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future PDF Online Free

Author :
Publisher : IGI Global
ISBN 13 :
Total Pages : 696 pages
Book Rating : 4.3/5 (693 download)

DOWNLOAD NOW!


Book Synopsis Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future by : Masengu, Reason

Download or read book Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future written by Masengu, Reason and published by IGI Global. This book was released on 2023-09-18 with total page 696 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the wake of increasing consumer and stakeholder concerns regarding environmental and social issues, and the vulnerabilities exposed by the COVID-19 pandemic, sustainable marketing has emerged as a critical aspect of modern business strategies. Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future provides a comprehensive and timely exploration of the key concepts, trends, and challenges in sustainable marketing within today's dynamic business environment. This book delivers an extensive overview of sustainable marketing, covering a diverse range of topics. It delves into the role of sustainable marketing in addressing environmental and social concerns, examines its impact on consumer behavior and brand loyalty, and showcases best practices for integrating sustainability into marketing strategies and tactics. Additionally, it explores the challenges and opportunities associated with implementing sustainable marketing across various industries, investigates the influence of digital technologies on sustainable marketing, and explores the future of sustainable marketing in the post-COVID-19 era. Targeting marketing professionals, business leaders, marketing students and educators, and individuals interested in advancing sustainable business practices, this book serves as an invaluable resource. It offers insights into the role of marketing in creating a more environmentally friendly future and equips readers with the latest strategies and best practices for promoting sustainability through marketing.

Strategies for e-Business

Download Strategies for e-Business PDF Online Free

Author :
Publisher : Springer Nature
ISBN 13 : 3030489507
Total Pages : 793 pages
Book Rating : 4.0/5 (34 download)

DOWNLOAD NOW!


Book Synopsis Strategies for e-Business by : Tawfik Jelassi

Download or read book Strategies for e-Business written by Tawfik Jelassi and published by Springer Nature. This book was released on 2020-06-28 with total page 793 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the fourth edition of a unique textbook that provides extensive coverage of the evolution, the current state, and the practice of e-business strategies. It provides a solid introduction to understanding e-business and e-commerce by combining fundamental concepts and application models with practice-based case studies. An ideal classroom companion for business schools, the authors use their extensive knowledge to show how corporate strategy can imbibe and thrive by adopting vibrant e-business frameworks with proper tools. Students will gain a thorough knowledge of developing electronic and mobile commerce strategies and the methods to deal with these issues and challenges.

The Co-Creation Paradigm

Download The Co-Creation Paradigm PDF Online Free

Author :
Publisher : Stanford University Press
ISBN 13 : 0804790752
Total Pages : 356 pages
Book Rating : 4.8/5 (47 download)

DOWNLOAD NOW!


Book Synopsis The Co-Creation Paradigm by : Venkat Ramaswamy

Download or read book The Co-Creation Paradigm written by Venkat Ramaswamy and published by Stanford University Press. This book was released on 2014-04-09 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt: A fundamental shift is underway that will change how we conceive of value. In an era of increasing interconnectedness, individuals, as opposed to institutions, stand at the center of value creation. To adapt to this tectonic shift, organizations can no longer unilaterally devise products and services. They must engage stakeholders—from customers and employees to suppliers, partners, and citizens at large—as co-creators. Co-creation guru Venkat Ramaswamy and Kerimcan Ozcan call for enterprises to be mindful of lived experiences, to build engagement platforms and management systems that are designed for creative collaboration, and to develop "win more-win more" strategies that enhance our wealth, welfare, and, well-being. Richly illustrated with examples of co-creation in action, The Co-Creation Paradigm provides a blueprint for the co-creative enterprise, economy, and society, while presenting a conceptual framework that will guide organizations across sectors in adopting this transformational approach. Challenging some of our most deeply held ideas about business and value, this book outlines the future of "business as usual."

Modern business and public health: A value co-creation perspective

Download Modern business and public health: A value co-creation perspective PDF Online Free

Author :
Publisher : Frontiers Media SA
ISBN 13 : 2832520685
Total Pages : 197 pages
Book Rating : 4.8/5 (325 download)

DOWNLOAD NOW!


Book Synopsis Modern business and public health: A value co-creation perspective by : Fu-Sheng Tsai

Download or read book Modern business and public health: A value co-creation perspective written by Fu-Sheng Tsai and published by Frontiers Media SA. This book was released on 2023-04-13 with total page 197 pages. Available in PDF, EPUB and Kindle. Book excerpt: