New Trends in Marketing and Consumer Science

by Tarnanidis, Theodore K.

Author	: Tarnanidis, Theodore K.
Publisher	: IGI Global
Total Pages	: 535
Release	: 2024-05-17
Genre	: Business & Economics
ISBN	:

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Marketing and consumer science are undergoing a seismic shift, propelled by an array of dynamic trends and advancements. Technological advancements, along with shifting socioeconomic and geopolitical factors, have transformed consumer behaviors and preferences in unprecedented ways. As a result, anticipating emerging trends and adapting strategies accordingly has become essential for success in this dynamic landscape. New Trends in Marketing and Consumer Science is the groundbreaking solution poised to revolutionize how academia approaches the study of marketing and consumer science. This book offers a roadmap for scholars to navigate the evolving landscape with confidence and foresight while delving into the trends shaping the future of these disciplines. From AI and machine learning to sustainability and ethical marketing, each chapter provides invaluable insights and practical strategies for addressing the challenges of today and anticipating those of tomorrow.

Case Studies in the Traditional Food Sector

by Alessio Cavicchi

Author	: Alessio Cavicchi
Publisher	: Woodhead Publishing
Total Pages	: 410
Release	: 2017-11-14
Genre	: Technology & Engineering
ISBN	: 0081012608

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Consumer Science and Strategic Marketing: Case Studies in the Traditional Food Sector aims to close the gap between academic researchers and industry professionals through real world scenarios and field-based research. The book explores how consumer and sensory science has been implemented in the food industry for achieving the following strategic aims: rejuvenating product image, shaping new market places, achieving market differentiation and geographical diffusion, achieving customer loyalty, promoting traditional features of the product and defining product positioning in competitive environment. There is an emerging demand from food industry professionals and undergraduate and postgraduate students who attend business and agricultural studies courses who want to gain practical information through real cases and field-based research. This book aims to answer the following questions, amongst others: How research in the field of consumer science became relevant for marketing strategies?, Which tangible economic and financial outcomes have been obtained by the joint work of sensory scientists, researchers in marketing field and food business professionals?, and which communication methods and practices have been relevant to make the most of R&D in the food industry? Through case studies, successful examples and practices are provided, with newer inputs for further theoretical investigation given. Both current and future professionals in the food industry will gain insights that can be used in their business environment. - Bridges the gap between scholars and practitioners in understanding consumers in the traditional food sector - Allows scientists and professionals to make the most of R&D outcomes - Advances consumer science research to address business problems in the food industry

Digital and Social Media Marketing

by Nripendra P. Rana

Author	: Nripendra P. Rana
Publisher	: Springer Nature
Total Pages	: 337
Release	: 2019-11-11
Genre	: Business & Economics
ISBN	: 3030243745

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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.

Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer

by Dadwal, Sumesh Singh

Author	: Dadwal, Sumesh Singh
Publisher	: IGI Global
Total Pages	: 532
Release	: 2019-11-15
Genre	: Business & Economics
ISBN	: 1799801330

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Connected customers, using a wide range of devices such as smart phones, tablets, and laptops have ushered in a new era of consumerism. Now more than ever, this change has prodded marketing departments to work with their various IT departments and technologists to expand consumers’ access to content. In order to remain competitive, marketers must integrate marketing campaigns across these different devices and become proficient in using technology. The Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer is a pivotal reference source that develops new insights into applications of technology in marketing and explores effective ways to reach consumers through a wide range of devices. While highlighting topics such as cognitive computing, artificial intelligence, and virtual reality, this publication explores practices of technology-empowered digital marketing as well as the methods of applying practices to less developed countries. This book is ideally designed for marketers, managers, advertisers, branding teams, application developers, IT specialists, academicians, researchers, and students.

Reshaping Marketing Science in Wholesaling and Retailing

by Tarnanidis, Theodore K.

Author	: Tarnanidis, Theodore K.
Publisher	: IGI Global
Total Pages	: 460
Release	: 2024-08-21
Genre	: Business & Economics
ISBN	:

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As consumer preferences shift with the continued innovation of digital technology in the marketing sector, traditional approaches to marketing in wholesaling and retailing become obsolete. With tools like artificial intelligence and eco-friendly advertising strategies, organizations move towards improved marketing tactics and sustainability. To reshape marketing science, businesses must adopt more sustainable and technological approaches to marketing, through methods like data analysis, consumer behavior reporting, or targeted marketing strategies. Reshaping Marketing Science in Wholesaling and Retailing explores continuing trends in marketing science for wholesaling and retailing, such as marketing methods and principles. With a focus on data-driven insights and personalized experiences, the book focuses on sustainable options and the ethics of new retail technological innovations. This book covers topics such as e-commerce, social media, and consumer behavior, and is a useful resource for consultants, economists, business owners, policymakers, academicians, researchers, and scientists.

Consumer Experience and Decision-Making in the Metaverse

by Tarnanidis, Theodore

Author	: Tarnanidis, Theodore
Publisher	: IGI Global
Total Pages	: 333
Release	: 2024-06-24
Genre	: Business & Economics
ISBN	:

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Traditional marketing approaches must be more effective in a digital world where consumers seek more immersive and personalized experiences. Businesses need to help to engage with their target audience and to understand their evolving needs and preferences. This disconnect hinders their ability to create impactful marketing strategies that resonate with consumers and drive meaningful interactions. Consumer Experience and Decision-Making in the Metaverse offers a solution by exploring how the metaverse transforms consumer behavior and marketing practices. The book provides insights into immersive consumer experiences, virtual brand presence, data-driven personalization, and more through a collection of research. It equips readers with the knowledge and strategies to adapt to this new digital landscape and engage with consumers in innovative ways.

Cross-Cultural Perspectives on Luxury Marketing

by Tarnanidis, Theodore K.

Author	: Tarnanidis, Theodore K.
Publisher	: IGI Global
Total Pages	: 394
Release	: 2024-10-04
Genre	: Business & Economics
ISBN	:

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As luxury brands become commonplace, businesses must incorporate more sustainable practices to handle the brands continuous growth. To achieve short-term financial goals, luxury brands employ mass marketing techniques that result in the creation of "masstige" (mass prestige) brands. Sustainable luxury marketing through a cross-cultural perspective requires tailored marketing strategies for luxury brands that emphasize the exclusivity and high quality of their products while integrating eco-friendly practices. Such marketing plans may also resonate with diverse cultural values across business sectors. Cross-Cultural Perspectives on Luxury Marketing explores ongoing trends in sustainable luxury marketing using cross-cultural viewpoints. It examines the usage of immersive technologies by luxury brands and their impact on consumer relationships. This book covers topics such as consumer behavior, luxury fashion, and data analysis, and is a useful resource for consultants, policymakers, economists, business owners, sociologists, academicians, scientists, and researchers.

Decoding Tourist Behavior in the Digital Era: Insights for Effective Marketing

by Azman, Norhidayah

Author	: Azman, Norhidayah
Publisher	: IGI Global
Total Pages	: 422
Release	: 2024-10-03
Genre	: Business & Economics
ISBN	:

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In today's dynamic digital marketing landscape, understanding and predicting tourist behavior is a significant challenge for businesses and organizations in the tourism sector. Consumer choices are influenced by various factors, making it essential to use innovative approaches and insights to engage with tourists and enhance their overall experience effectively. Decoding Tourist Behavior in the Digital Era: Insights for Effective Marketing is a comprehensive collection of papers addressing conventional paradigms and exploring contemporary research methodology advancements. This book offers fresh perspectives to help the tourism sector understand and analyze tourist behavior in the digital era. The book examines tourist behavior holistically and provides a roadmap for stakeholders to develop targeted strategies and initiatives. By leveraging insights from the latest research, businesses can tailor their marketing efforts to meet tourists' evolving needs and preferences, ultimately enhancing customer satisfaction and loyalty. Public sector organizations can also use these insights to formulate destination marketing and development plans that resonate with tourists, thereby driving economic growth and sustainable tourism practices.

Consumer-Driven Innovation in Food and Personal Care Products

by S R Jaeger

Author	: S R Jaeger
Publisher	: Elsevier
Total Pages	: 697
Release	: 2010-08-30
Genre	: Technology & Engineering
ISBN	: 1845699971

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Experts from around the world present changes in the global marketplace and developments in research methodologies underpinning new product development (NPD) in this essential collection. The business and marketing aspects of NPD, sometimes neglected in books of this type, are addressed alongside methods for product testing.Trends, processes and perspectives in consumer-driven NPD in the food and personal care product industries are addressed in the opening chapters of the book. Specific topics include evolution in food retailing and advances in concept research. Hedonic testing is the focus of the next section. Different viewpoints on consumer research methods and statistics for NPD are reviewed in later chapters. The final part of the book looks towards the future of innovation, covering the implications for NPD of topics such as human genetic variation in taste perception and neuroimaging.Several chapters are not standard scientific articles. Rather they are written records of conversations between two people on a particular topic related to consumer-driven innovation in foods and personal care products. In them the interviewees speak freely about their views and experiences in NPD, providing unique insights.Consumer-driven innovation in food and personal care products will broaden readers' understanding of the many approaches available to NPD personnel and ways in which they can be used to support innovation activities. - Provides expert insight into the changes in the global market place and developments in research methodologies underpinning NPD - Examines the business and marketing aspects of NPD, sometimes neglected in books of this type, are addressed alongside methods for product testing - Chapters review the different viewpoints on consumer research methods and statistics for NPD