تحسين النتائح
ترتيب حسب
من
الى
الصفحة 15
الصفحة 15
Marketing for Sustainable Development : Rethinking Consumption Models
Many people see a weak association between marketing and sustainable development and even consider them as two incompatible fields. However, marketing benefits from an extremely powerful position to encourage transformations at the production level and to guide consumers towards responsible behaviors. From its inception, marketing has been positioned as a support for the relationship between the company and its customers, with the quest for well-being set in the very foundations of the discipline.
Marketing effectiveness and accountability in SMEs : A multimethodological approach
Sheds light on marketing effectiveness and accountability marketing in small and medium-sized enterprises (SMEs). Using a multi-method investigation, it includes a knowledge inquiry of marketing knowledge and customer knowledge, a qualitative inquiry utilizing semi structured interviews and thematic data analysis, a quantitative analysis utilizing survey and structural equations modelling, and a case study that employs both narrative (storytelling) data analysis and an accountability audit with a techno marketing SME.
Marketing effectiveness : Applying marketing science for brand growth
Contrary to popular belief marketing effectiveness is not just about the measuring of ROI. The lens of effectiveness must be applied to all marketing mix elements, from strategy to pricing and product, to media and advertising. It's a strategic shift that demands robust evidence-based decisions and consistent application in order to grow. Written by leading marketing practitioner, Sorin Patilinet, this book enables mid-senior level marketers to integrate the scientific methods and advanced measurements required for true marketing effectiveness into their marketing strategies, in order to reap the benefits of strong customer understanding and developing decision-making processes for growth. Covering everything from neuroscience and its application to marketing to advanced analytics and machine learning models, this book provides a comprehensive practical guide for marketers.
Marketing analytics : A machine learning approach
Gives a comprehensive overview of marketing analytics, incorporating machine learning methods of data analysis that automates analytical model building. The volume covers the important aspects of marketing analytics, including segmentation and targeting analysis, statistics for marketing, marketing metrics, consumer buying behavior, neuromarketing techniques for consumer analytics, new product development, forecasting sales and price, web and social media analytics, and much more.
Marketing 5.0 : Technology for Humanity
Explains the greatest problem facing marketers today how to integrate three major movements that are changing global markets and customer behavior: Dramatic advances in technology such as AI, Sensors, and the Internet of Things, which are enabling extreme forms of customer targeting and personalization; Dramatic shifts in customer behavior, such as Whatever-Whenever-Wherever (WWW) and the differences between Generations X, Y, Z, and Alpha; And dramatic shifts in business models such as Everything as a Service, Physical/Digital business models.
Market engineering : Insights from two decades of research on markets and information
This book provides a broad range of insights on market engineering and information management. It covers topics like auctions, stock markets, electricity markets, the sharing economy, information and emotions in markets, smart decision-making in cities and other systems, and methodological approaches to conceptual modeling and taxonomy development.
Managing the Digital Transformation : Aligning Technologies, Business Models, and Operations
Provides the key technologies involved in an organization’s digital transformation. It offers a deep understanding of the key technologies (Blockchain, AI, Big Data, IoT, etc.) involved and details the impact, the decision-making process, and the interplay between technologies, business models, and operations.
Managing Information Systems Security and Privacy
The book deals with the management of information systems security and privacy, based on a model that covers technological, organizational and legal views. This is the basis for a focused and methodologically structured approach that presents "the big picture" of information systems security and privacy, while targeting managers and technical profiles. The book addresses principles in the background, regardless of a particular technology or organization. It enables a reader to suit these principles to an organization's needs and to implement them accordingly by using explicit procedures from the book. Additionally, the content is aligned with relevant standards and the latest trends.
Managing Distributed Cloud Applications and Infrastructure : A Self-Optimising Approach
The emergence of the Internet of Things (IoT), combined with greater heterogeneity not only online in cloud computing architectures but across the cloud-to-edge continuum, is introducing new challenges for managing applications and infrastructure across this continuum.
Managing Corporate Brands : A new approach to corporate communication
Marcos Ormeño introduces both behavioural science theory and decision analysis into corporate brand management using corporate communication. He develops a managerial decision-making model that outdoes existing approaches for selecting communication tools due to its high degree of formalisation and its strong behavioural basis. An illustrative study supports the author's model and shows the importance of communication in building a corporate brand.
Managing Agile Business Technology : The Business and Technology Relationship Model in Practice
Describes in detail how the BTRM, combined with a focus on value creation and value delivery, will enable continuous change, in the context of current, emerging and future technologies. It illustrates the potential for real-time insight and control not previously considered and provides a wide range of information to plan an implementation, understand where AI can be applied, and its importance in the world of self-managing systems.
Management of Convergence in Innovation : Strategies and Capabilities for Value Creation Beyond Blurring Industry Boundaries
Throughout the past decade, the phenomenon of technological convergence has increasingly gained managerial attention. In this special form of technological change, the coming-together of previously distinct knowledge bases gives rise to the creation of new applications and business models. When such innovations emerge at the intersection of industries, the resulting creative destruction may exceed previously established industry boundaries. As a consequence, convergence does not only promise the creation of new value, but may imply significant disruptions to established industries. Based on investigating 26 firms within the ICT industry, this book highlights implications of the convergence phenomenon on firms’ innovation management practices, and derives strategic guidelines for building and sustaining business models beyond blurring industry boundaries.
Management models of digital transformation : Analysis and definition of success factors for the development of a management framework
Analyses and integrates existing approaches to managing and coordinating a digital transformation in order to identify relevant success factors of a digital transformation, serving as a basis for the development of a systematic framework for a management model of digital transformation. The analysis reveals ten success-critical focus areas of a digital transformation, which comprise numerous success factors: ‘Vision, goals, and strategies’, ‘Leadership’, ‘Communication’, ‘Digital culture and mindset’, ‘Digital platform’, ‘Partnership network’, ‘Capabilities, talents, and skills’, ‘Organization, coordination, and roles’, ‘Management methodologies’, and ‘Governance’.
Management Models for Corporate Social Responsibility
In recent years the field of Corporate Social Responsibility (CSR) has impressively progressed. This has resulted in a number of tried and tested management models - models that have demonstrated added value in everyday organisational practice.
Management by Missions : Connecting People to Strategy through Purpose
Offers practical tools and models underscored by years of rigorous research Evolves the traditional concept of 'mission' to a broader concept of purpose including larger societal needs Identifies the relationship between corporate culture and profit
Management by Business Process : A Managerial Perspective of People, Process, and Technology
To support businesses managed through an organizational structure oriented by business processes, it is essential that the manager has a set of knowledge, technical skills, and professional demeanor. This text focuses on these aspects, presenting: a) the theoretical foundation, describing the central concepts of the M-B-BP approach; b) the set of necessary techniques from different areas, describing and exemplifying those skills; and c) the required behaviors of managers and employees for structuring, operation, management, and continuous improvement of the organization's business processes.
Macroeconomic Risk Management Against Natural Disasters : Analysis focussed on governments in developing countries
Natural disasters cause considerable economic damage. While developed countries usually are able to cope with the impacts of natural hazards, developing countries are faced with severe consequences for their resources. In order to prevent long-term macroeconomic repercussions, governments need a comprehensive disaster risk management strategy.Budgetary resources are allocated to pre-disaster risk management strategies to reduce the probability of financing gaps. The framework and model approach allows cross country comparisons as well as the assessment of financial vulnerability, macroeconomic risk, and risk management strategies.
Macroeconomic modelling of R&D and innovation policies
This book encompasses a collection of in-depth analyses showcasing the challenges and ways forward for macroeconomic modelling of R&D and innovation policies. Based upon the proceedings of the EC-DG JRC-IEA workshop held in Brussels in 2017, it presents cutting-edge contributions from a number of leading economists in the field. It provides a comprehensive overview of the current academic and policy challenges surrounding R&D as well as of the state-of-the-art modelling techniques.
Long-Run Growth Forecasting
Explores how to set up an empirical model that helps with forecasting long-term economic growth in a large number of countries. It offers a systematic approach to models of potential GDP that can also be used for forecasts of more than a decade. It is an attempt to fill the wide gap between the high demand for such models by commercial banks, international organizations, central banks and governments on the one hand and the limited supply on the other hand. Frequent forecast failures in the past (e.g. Japan 1990, Asia 1997) and the heavy economic losses they produced motivated the work. The book assesses the large number of different theories of economic growth, the drivers of economic growth, the available datasets and the empirical methods on offer. A preference is shown for evolutionary models and an augmented Kaldor model. The book uses non-stationary panel techniques to find pair-wise cointegration among GDP per capita and its main correlates such as physical capital, human capital and openness.
Long Memory in Economics
When applying the statistical theory of long range dependent (LRD) processes to economics, the strong complexity of macroeconomic and financial variables, compared to standard LRD processes, becomes apparent. In order to get a better understanding of the behaviour of some economic variables, the book assembles three different strands of long memory analysis: statistical literature on the properties of, and tests for, LRD processes; mathematical literature on the stochastic processes involved; models from economic theory providing plausible micro foundations for the occurence of long memory in economics. Each chapter of the book will give a comprehensive survey of the state of the art and the directions that future developments are likely to take. Taken as a whole the book provides an overview of LRD processes which is accessible to economists, econometricians and statisticians.
