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Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy最新文献

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Understanding E-Marketing Strategies 了解网络营销策略
Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-6307-5.CH017
María de la Soledad Zapata Agüera
{"title":"Understanding E-Marketing Strategies","authors":"María de la Soledad Zapata Agüera","doi":"10.4018/978-1-5225-6307-5.CH017","DOIUrl":"https://doi.org/10.4018/978-1-5225-6307-5.CH017","url":null,"abstract":"Using digital channels allows you to transcend traditional constraints such a geography and time zones to connect with a much wider audience. For this author, e-marketing is important because the market is global and wider, and it is necessary to be able to reach a segment with precision using the digital marketing that gives us this option. The purpose of this chapter is to explain in a simple way the strategies related to e-marketing, both research, segmentation, targeting, and product positioning. All the contents are explained with examples that are easily understandable.","PeriodicalId":320402,"journal":{"name":"Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy","volume":"85 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":"125437169","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: 2
Trends in Hospitality Marketing and Management 酒店市场营销与管理趋势
Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-6307-5.CH014
N. Gustavo
{"title":"Trends in Hospitality Marketing and Management","authors":"N. Gustavo","doi":"10.4018/978-1-5225-6307-5.CH014","DOIUrl":"https://doi.org/10.4018/978-1-5225-6307-5.CH014","url":null,"abstract":"Faced with a contextual environment marked by a different reality from the one that leveraged tourism in the 20th century, hotel companies are confronted with the need to review their strategic principles with consequent effects and changes in their operational concepts and management models. This chapter aims to contribute to a critical reflection on those changes. In this new environment, the old philosophies and paradigms for hotel management, like heavy, rigid, and static management structures, as well as passive management approaches, were necessarily and forcibly replaced by new principles, leveraged in flexibility, dynamism, initiative, and designed by reference to a global world. The analysis was structured using a classical management approach, through a STEEP analysis model framework, and discussing its consequences and effects on the strategic and operational level of hotel management.","PeriodicalId":320402,"journal":{"name":"Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy","volume":"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":"128692116","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
The Role of the Entrepreneur in the Promotion of the Digital Economy 企业家在促进数字经济中的作用
Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-6307-5.CH004
Marco Antônio Catussi Paschoalotto, P. Oliveira, A. Luz
{"title":"The Role of the Entrepreneur in the Promotion of the Digital Economy","authors":"Marco Antônio Catussi Paschoalotto, P. Oliveira, A. Luz","doi":"10.4018/978-1-5225-6307-5.CH004","DOIUrl":"https://doi.org/10.4018/978-1-5225-6307-5.CH004","url":null,"abstract":"Entrepreneurship is increasingly a way of differentiating itself from the market, even more so in a progressively globalized era such as the digital economy. With this vision, this chapter examines the role of the entrepreneur in the development of the digital economy, through the multi-country-case between Brazil and Portugal. With this purpose, a questionnaire was applied to two successful digital entrepreneurs, one from each country. Results show that these entrepreneurs think that the digital economy has changed entrepreneur characteristics, especially in the developed knowledge of the market (Brazil) and the experience acquired (Portugal). In this way, the chapter demonstrates two different views on digital entrepreneurship, with different cultures and market behavior.","PeriodicalId":320402,"journal":{"name":"Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy","volume":"42 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":"128469642","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
Composite Indicators for Measuring the Popularity of Portugal and Its Tourism Regions Using Google Trends 使用谷歌趋势衡量葡萄牙及其旅游地区的受欢迎程度的综合指标
Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-6307-5.CH011
Maria Gorete Ferreira Dinis, Carlos Manuel Martins da Costa, O. Pacheco
{"title":"Composite Indicators for Measuring the Popularity of Portugal and Its Tourism Regions Using Google Trends","authors":"Maria Gorete Ferreira Dinis, Carlos Manuel Martins da Costa, O. Pacheco","doi":"10.4018/978-1-5225-6307-5.CH011","DOIUrl":"https://doi.org/10.4018/978-1-5225-6307-5.CH011","url":null,"abstract":"The aim of this chapter is to present composite indicators that contribute to the understanding of online interest of Portuguese people for domestic tourism at national and regional level and by characteristic tourism product in each region of the country. For the construction of the composite indicators, data was collected for one year using the Google Trends tool, for a set of a priori defined search terms representative of the Portugal destination and its regions. The composite indicators result from the average weighting of seven primary indicators, composed of fifteen sub-indicators, which were proposed based on the conceptual framework of the Tourism Satellite Account. The results indicate that the interest of the Portuguese people by Portugal and its regions shows a seasonal behavior whose accent varies according to the tourism region, as well as the characteristics tourism products.","PeriodicalId":320402,"journal":{"name":"Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy","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":"129687305","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
Corporate Social Responsibility and Digital Tools 企业社会责任和数字工具
Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-6307-5.CH001
M. Galán-Ladero, C. Galera-Casquet
{"title":"Corporate Social Responsibility and Digital Tools","authors":"M. Galán-Ladero, C. Galera-Casquet","doi":"10.4018/978-1-5225-6307-5.CH001","DOIUrl":"https://doi.org/10.4018/978-1-5225-6307-5.CH001","url":null,"abstract":"Cause‐related marketing (CRM) is one of the most relevant corporate social responsibility (CSR) initiatives nowadays and is being employed by numerous brands across product categories. The most important characteristics are (1) there is a link between a for-profit business and a non-profit organization (NPO) in order to support a social cause and (2) corporate donation is conditioned by sales, that is, CRM ultimately depends on consumer behavior. In this chapter, we focus on CRM programs carried out in a digital context. Thus, our aim is to understand their fundamental features and the main digital technologies used. Our findings show a massive use of digital technologies in CRM campaigns. Different digital tools are currently combined in the same program, complementing them with conventional mass media. The main advantages of this combination are a quick diffusion of the CRM programs, and a global impact.","PeriodicalId":320402,"journal":{"name":"Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy","volume":"20 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":"126666078","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: 2
Relevance, Need, and Opportunity 相关性、需求和机会
Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-6307-5.CH021
J. Cuevas, J. M. Plascencia, Jonás Larios Deniz, Norma Angélica Verduzco Ceballos, Claudia Alejandra Velázquez García
{"title":"Relevance, Need, and Opportunity","authors":"J. Cuevas, J. M. Plascencia, Jonás Larios Deniz, Norma Angélica Verduzco Ceballos, Claudia Alejandra Velázquez García","doi":"10.4018/978-1-5225-6307-5.CH021","DOIUrl":"https://doi.org/10.4018/978-1-5225-6307-5.CH021","url":null,"abstract":"This chapter shows the results of the market study developed at the request of the Faculty of Economics of the University of Colima, interested in participating in the online education environment, to know the demand that would have a Bachelor's degree in economics, under this modality. To carry out the analysis, there was the participation of 425 people who voluntarily answered a multiple-choice survey in person. Based on their answers, the aim is to identify, as mentioned above, the demand that a new distance education offer (online) would have for the economy area. Additionally, the chapter offers a review of the Mexican public policy in which these types of initiatives are framed; reflections on the environment and trends of development of online education and didactic-pedagogical trends in the area. This case study can be useful for researchers in the educational area who wish to know about online initiatives in countries with developing economies.","PeriodicalId":320402,"journal":{"name":"Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy","volume":"38 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":"132493755","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
Entrepreneur Woman and the Information and Communication Technologies for Business Management Improvement 女企业家与信息和通信技术促进企业管理改进
Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-6307-5.CH005
M. Ríos-Manríquez
{"title":"Entrepreneur Woman and the Information and Communication Technologies for Business Management Improvement","authors":"M. Ríos-Manríquez","doi":"10.4018/978-1-5225-6307-5.CH005","DOIUrl":"https://doi.org/10.4018/978-1-5225-6307-5.CH005","url":null,"abstract":"In the women entrepreneur management environment, information and communication technologies (ICTs) are internal and external efficiency tools. Therefore, this chapter determines if the dimensions of the variable “incorporation of ICT in: Basic ICT stage, ICT development stage, ICT maturity stage,” improve the management of the entrepreneur women in micro, small and medium enterprises (MSMEs) located in Guanajuato, Mexico. This is done using a quantitative approach, with a descriptive, correlational and regression analysis of a sample of 133 enterprising women. The results show that the stages of incorporation of ICT, along with the size of the MSME, influence their management. This chapter aims to raise awareness among governments (state and federal) about the situations of these MSMEs to promote the change in public policies and establishing training programs to empower entrepreneur women with tools such as ICT, giving them the opportunity to strengthen their decisions, conduct e-business and increase the creation of jobs.","PeriodicalId":320402,"journal":{"name":"Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy","volume":"75 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":"115444655","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
The Role of Urban Living Labs in Entrepreneurship, Energy, and Governance of Smart Cities 城市生活实验室在智慧城市创业、能源和治理中的作用
Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-6307-5.CH009
A. Pego, Maria do Rosário Matos Bernardo
{"title":"The Role of Urban Living Labs in Entrepreneurship, Energy, and Governance of Smart Cities","authors":"A. Pego, Maria do Rosário Matos Bernardo","doi":"10.4018/978-1-5225-6307-5.CH009","DOIUrl":"https://doi.org/10.4018/978-1-5225-6307-5.CH009","url":null,"abstract":"Urban living labs (ULL) are a new concept which involves users in innovation and development and are regarded as a way of meeting the innovation challenges faced by information and communication technology (ICT) service providers. The chapter focuses on the role of urban living labs in entrepreneurship, energy and governance of smart cities, where it is performed the relationship between innovations, governance, and renewable energy. The methodology proposed will focus on content analysis and on the exploration of some European examples of implemented ULL, namely Amsterdam, Helsinki, Stockholm and Copenhagen. The contributions of the present research should be the consolidation of knowledge about the impact of ULL on innovation and development of smart cities regarding the concepts of renewable energy, smart governance and entrepreneurship.","PeriodicalId":320402,"journal":{"name":"Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy","volume":"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":"129070223","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
Innovative Role of Users Within Digital Economy 用户在数字经济中的创新作用
Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-6307-5.CH012
Pedro Andrade
{"title":"Innovative Role of Users Within Digital Economy","authors":"Pedro Andrade","doi":"10.4018/978-1-5225-6307-5.CH012","DOIUrl":"https://doi.org/10.4018/978-1-5225-6307-5.CH012","url":null,"abstract":"Contemporary economic and financial crisis is closely associated with social innovation. This process profoundly influences cyberspace's phenomena within our globalized communications paradigm. The correspondent debate on the articulation of crisis and innovation was reconceptualized by Marx, Nietzsche, Sombart, Schumpeter, David Harvey, etc. However, Manuel Castells elaborated an economic but also communicational explanation, which seems to us closer to the current crisis. Castells uses the notion of “space of flows” created and shared by globalized capitalism, across information and communication networks at cyberspace. The aim of this chapter is to reflect on “information and knowledge flows” in the present crisis conjuncture. For example, within Facebook content privacy is being debated and even engenders reluctance on user fidelity. In fact, social networks shouldn't deliver just information flows but also knowledge flows, which may become central means of production/consumption.","PeriodicalId":320402,"journal":{"name":"Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy","volume":"40 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":"116588351","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
Digital Marketing in a New Age Economy 新时代经济中的数字营销
Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-6307-5.CH015
Indira Ananth, Madhava Priya Dananjayan
{"title":"Digital Marketing in a New Age Economy","authors":"Indira Ananth, Madhava Priya Dananjayan","doi":"10.4018/978-1-5225-6307-5.CH015","DOIUrl":"https://doi.org/10.4018/978-1-5225-6307-5.CH015","url":null,"abstract":"Digital marketing has developed enormously over the past few years. India saw a 100% rise in social media users last year according to IAMAI. India's e-commerce market went up to USD 38 billion in 2016. India's e-commerce revenue is expected to jump from $30 billion in 2016 to $120 billion in 2020, growing at an annual rate of 51%, the highest in the world. The chapter seeks to understand how firms working in the digital marketing space are using the various tools to help build businesses in a competitive business environment. The chapter looks at the B2B space, focusing on digital marketing firms started between 2007 and 2009 in India. The data has been collated from internet sources, namely https://www.topseos.com/ and company websites. Results showed that, especially after 2016, all these digital companies are growing in a high phase with acquisition of more clients. They are able to retain them by providing good services at affordable costs which can be seen in the expanding client base. This shows that digitalization can help companies grow.","PeriodicalId":320402,"journal":{"name":"Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy","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":"127578271","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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