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Advances in Marketing, Customer Relationship Management, and E-Services最新文献

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Cases on Academic Program Redesign for Greater Racial and Social Justice 为更大的种族和社会公正而重新设计学术课程的案例
Advances in Marketing, Customer Relationship Management, and E-Services Pub Date : 1900-01-01 DOI: 10.4018/978-1-7998-8463-7
{"title":"Cases on Academic Program Redesign for Greater Racial and Social Justice","authors":"","doi":"10.4018/978-1-7998-8463-7","DOIUrl":"https://doi.org/10.4018/978-1-7998-8463-7","url":null,"abstract":"","PeriodicalId":189328,"journal":{"name":"Advances in Marketing, Customer Relationship Management, and E-Services","volume":"20 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122611426","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Creating Experience in Digital Music Services 创造数字音乐服务的体验
Advances in Marketing, Customer Relationship Management, and E-Services Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-8015-7.CH008
Alev Kocak Alan, Ebru Tümer Kabadayi, Selen Bakış
{"title":"Creating Experience in Digital Music Services","authors":"Alev Kocak Alan, Ebru Tümer Kabadayi, Selen Bakış","doi":"10.4018/978-1-5225-8015-7.CH008","DOIUrl":"https://doi.org/10.4018/978-1-5225-8015-7.CH008","url":null,"abstract":"This chapter explores behavioral intention of consumers of online music services through analyzing the relationship between experiential motives (enjoyment, escape, epistemic curiosity, and social affiliation) of consumers and their trust in these service providers. Besides, the moderating role of personal characteristics namely personal innovativeness and individual mobility on the trust and behavioral intention relationship is analyzed. Theoretical model and seven hypotheses were proposed and structural equation modelling (SEM) was used to test these hypotheses. Data were collected via online survey and 404 usable surveys were gathered. The results suggest that all experiential motives have a positive effect on trust in the service provider and trust has a positive effect on the behavioral intention of online music service users. Interaction effects of trust and personal innovativeness and trust and individual mobility on the adoption of these services were also justified.","PeriodicalId":189328,"journal":{"name":"Advances in Marketing, Customer Relationship Management, and E-Services","volume":"28 12","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"120823470","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 3
Marketing and Marketing Plan for Information Services 信息服务的营销和营销计划
Advances in Marketing, Customer Relationship Management, and E-Services Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-2255-3.CH500
S. Maravilhas
{"title":"Marketing and Marketing Plan for Information Services","authors":"S. Maravilhas","doi":"10.4018/978-1-5225-2255-3.CH500","DOIUrl":"https://doi.org/10.4018/978-1-5225-2255-3.CH500","url":null,"abstract":"Marketing is a social and economic process through which individuals and groups meet their needs and desires by creating and exchanging products among themselves. Initially, marketing was practiced by companies in selling sectors of products and services and did not seem to fit the noncommercial side. In recent decades, almost all types of organizations adopted the methods and practices of marketing, including information services. It is necessary to develop a program to properly plan all the actions and resources needed to achieve these objectives, and effectively control the deviations relative to them, allowing correcting the actions that do not get the expected results in order to constantly improve the system implemented. For this, it is necessary to devise a marketing plan that focuses on the planning of all activities and objectives we want to achieve and the means necessary to do so. The marketing plan is a strategic document that will serve to identify the position occupied in the market, set goals and how they will be achieved, and expected results.","PeriodicalId":189328,"journal":{"name":"Advances in Marketing, Customer Relationship Management, and E-Services","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122230526","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Adapting Digital Strategies to a New Era 适应新时代的数字战略
Advances in Marketing, Customer Relationship Management, and E-Services Pub Date : 1900-01-01 DOI: 10.4018/978-1-7998-8003-5.ch011
Rocío López Muniesa, José Ramón Saura, Eloísa Díaz-Garrido
{"title":"Adapting Digital Strategies to a New Era","authors":"Rocío López Muniesa, José Ramón Saura, Eloísa Díaz-Garrido","doi":"10.4018/978-1-7998-8003-5.ch011","DOIUrl":"https://doi.org/10.4018/978-1-7998-8003-5.ch011","url":null,"abstract":"Fashion brands are continuously reinventing themselves to adapt their business strategies to emerging markets. In this paradigm, digital marketing becomes an essential tool for communication to the target audiences online. In digital ecosystems, a new way of sharing information is taking place in which brands interact with users to increase engagement and brand awareness. Accordantly, the objective of the present study is to explore what is the evolution of digital marketing and how it has affected the strategies applied by fashion brands on digital ecosystems after the COVID-19 pandemic. The research develops a Delphi method with the participation of seven fashion digital marketing experts, whose conclusions and analysis of results will allow future research to be linked to the objectives of the research. The results propose and discuss nine future directions and four research proposals focused on digital marketing in the fashion industry. In the future, these proposals may be used by research or fashion marketers as a starting point for future research studies and practice.","PeriodicalId":189328,"journal":{"name":"Advances in Marketing, Customer Relationship Management, and E-Services","volume":"71 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116515724","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
A Brief History of Rhetoric in Narrative Advertising 叙事性广告的修辞简史
Advances in Marketing, Customer Relationship Management, and E-Services Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-9790-2.CH014
Nilay Tan Çakır
{"title":"A Brief History of Rhetoric in Narrative Advertising","authors":"Nilay Tan Çakır","doi":"10.4018/978-1-5225-9790-2.CH014","DOIUrl":"https://doi.org/10.4018/978-1-5225-9790-2.CH014","url":null,"abstract":"The term “rhetoric” is derived from the Greek word rhetor. In its original meaning, the term is known to be used for describing an “orator,” a term which refers to a person or a politician giving a speech in a public space or defending himself/herself in the court in Antique Age because in Greek city-states, social sphere was the place where spoken language and face-to-face communication prevailed in antique age conditions. Today, on the other hand, the population to be addressed has enlarged, and new platforms which can influence a number of people at the same time have emerged. Advertising is one of those platforms in which rhetoric is most frequently used because “persuading” the consumer is one of the most significant elements in advertising content. Besides, advertising is a persuasive narrative form and has strong influence in terms of rhetorical figures. In this chapter, a brief history of rhetoric is presented, and then a relationship between rhetoric and advertising narrative is established.","PeriodicalId":189328,"journal":{"name":"Advances in Marketing, Customer Relationship Management, and E-Services","volume":"30 1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126625093","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Managing Integrated Brand Communication Strategies in the Online Era 网络时代整合品牌传播策略的管理
Advances in Marketing, Customer Relationship Management, and E-Services Pub Date : 1900-01-01 DOI: 10.4018/978-1-4666-9958-8.CH005
F. Mosca, C. Casalegno
{"title":"Managing Integrated Brand Communication Strategies in the Online Era","authors":"F. Mosca, C. Casalegno","doi":"10.4018/978-1-4666-9958-8.CH005","DOIUrl":"https://doi.org/10.4018/978-1-4666-9958-8.CH005","url":null,"abstract":"After digitalization, both scholars and practitioners found that luxury companies, which have invested in this transformation, not only have increased their revenues, but have also improved customer satisfaction. Luxury companies have reached a greater number of consumers worldwide, but the communication pillars have been preserved. In the near future, luxury companies will have to deal with the effects of COVID-19. Most likely, some of these changes will be a boost of the online shopping; a return to fewer purchases, of valuable items; and the need of an integrated shopping experience. The aim of the chapter is to show how luxury brands have embraced digital channels without losing their pillars. This chapter also aims to show that luxury companies have successfully invested in customer education and that consumers have adapted their behaviour to new touch points with the brand. Finally, this chapter aims to investigate new approaches to integrate the physical and the digital channels and the implications of COVID-19 on the communication strategies of luxury firms.","PeriodicalId":189328,"journal":{"name":"Advances in Marketing, Customer Relationship Management, and E-Services","volume":"34 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126121045","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 5
Brand Purpose and Purpose-Driven Marketing 品牌目的与目的驱动型营销
Advances in Marketing, Customer Relationship Management, and E-Services Pub Date : 1900-01-01 DOI: 10.4018/978-1-7998-7192-7.ch019
E. Gülmez
{"title":"Brand Purpose and Purpose-Driven Marketing","authors":"E. Gülmez","doi":"10.4018/978-1-7998-7192-7.ch019","DOIUrl":"https://doi.org/10.4018/978-1-7998-7192-7.ch019","url":null,"abstract":"With the changing and transforming world, the relationship between consumers and brands began to change and transform. Nowadays, it is not enough for brands to produce quality products or provide quality service for consumers. Now, consumers expect brands to be sensitive to social, ecological, economic, or health problems. This situation has enabled the two concepts to become important and popular today: brand purpose and purpose-driven marketing. Brand purpose is the “why” the brand exists. And purpose-driven marketing is a marketing trend that aims to connect brands with their consumers through common social goals. It seems that the concepts of brand purpose and purpose-driven marketing will be more common in marketing communication. The notion of purpose will change the commercial dynamics of brands in the same way that digitalization transformed the way people buy and sell stuff. This is exactly why purpose is the new digital.","PeriodicalId":189328,"journal":{"name":"Advances in Marketing, Customer Relationship Management, and E-Services","volume":"37 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127810415","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Pattern Thinking 模式的思考
Advances in Marketing, Customer Relationship Management, and E-Services Pub Date : 1900-01-01 DOI: 10.4018/978-1-7998-3126-6.ch007
Tanusree Dutta, Soumya Sarkar
{"title":"Pattern Thinking","authors":"Tanusree Dutta, Soumya Sarkar","doi":"10.4018/978-1-7998-3126-6.ch007","DOIUrl":"https://doi.org/10.4018/978-1-7998-3126-6.ch007","url":null,"abstract":"Consumers experience retail environments through the encounters they have. Out of these, the oft-repeated ones become part of the way they experience the world, which lay down and solidify neural connections and firing patterns leading to sight, hearing, feeling, and doing. This ‘doing' shapes consumer experiences. The foundation for such experiences is the fact that human brains are geared towards recognizing patterns and interruptions in patterns. To their benefit, retailers use information about the brain identifying patterns of experience and anomalies in those patterns. This knowledge makes sales promotions so fundamental for engaging buyers. Their visit to their favorite store is interrupted by a sudden discount or an alluring offer, which retailers are forever carrying out to seduce buyers. This chapter explores the neuroscience theories that equip the retailers to send out signals to entice buyers and covers applications of such theories in real retail encounters, including the role of dopamine and the brain, impulse buying, and the thrill of hunting deals.","PeriodicalId":189328,"journal":{"name":"Advances in Marketing, Customer Relationship Management, and E-Services","volume":"6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127462247","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Innovating Luxury Service Experiences Through E-Servicescapes 通过电子服务通道创新奢华服务体验
Advances in Marketing, Customer Relationship Management, and E-Services Pub Date : 1900-01-01 DOI: 10.4018/978-1-7998-5882-9.CH007
L. Colm, S. Prestini
{"title":"Innovating Luxury Service Experiences Through E-Servicescapes","authors":"L. Colm, S. Prestini","doi":"10.4018/978-1-7998-5882-9.CH007","DOIUrl":"https://doi.org/10.4018/978-1-7998-5882-9.CH007","url":null,"abstract":"The digital customer experience is a top priority and major challenge for luxury service companies, who have to connect with their target customers yet strive to remain exclusive and to innovate their core offers while preserving their heritage. After a brief review of the literature on customer experience and virtual environments in luxury service contexts, this chapter focuses on e-servicescapes as a means for innovation and improvement in delivering omnichannel experiences for luxury customers. Adopting Bitner's typology of servicescapes, this chapter is based on a three case vignettes analysis that highlights how luxury service providers can use e-servicescapes to enrich their physical service experiences. Three e-servicescape strategies are identified—integration, amplification, and substitution—that ultimately support companies in renewing and improving their overall luxury propositions.","PeriodicalId":189328,"journal":{"name":"Advances in Marketing, Customer Relationship Management, and E-Services","volume":"44 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129063809","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
Adolescent Influence in Family Purchase Decisions 青少年对家庭购买决策的影响
Advances in Marketing, Customer Relationship Management, and E-Services Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-7856-7.CH015
João Baía
{"title":"Adolescent Influence in Family Purchase Decisions","authors":"João Baía","doi":"10.4018/978-1-5225-7856-7.CH015","DOIUrl":"https://doi.org/10.4018/978-1-5225-7856-7.CH015","url":null,"abstract":"The adolescent is considered as an active element in family purchase decisions, especially in the earliest stages of the process. However, researchers have focused their attention on purchases for adolescent use. In this chapter, the author examines adolescent influence for several products. A survey was used to collect data from several high-schools in districts of Lisbon, Setúbal, Portimão, and Beja. 2,800 questionnaires were delivered during May 2016. Adolescents were instructed to submit the questionnaires to their mothers and to return them, fully completed. 966 validated questionnaires were returned. The results point to adolescent's age, gender, product knowledge, and mother's occupational status as the relevant explanatory variables. The results also point to the relevance of considering product category as a moderating variable. The present chapter offers a contribution to companies by providing evidence of adolescent's influence in family purchase decisions. It is important that producing companies and retailer marketers focus their efforts on adolescent satisfaction.","PeriodicalId":189328,"journal":{"name":"Advances in Marketing, Customer Relationship Management, and E-Services","volume":"25 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132653173","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
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