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Titre : Digital Content Marketing : Creating Value in Practice Type de document : texte imprimé Auteurs : Agata Krowinska, Auteur ; Christof Backhaus, Auteur ; Benjamin Becker, Auteur ; Fabian Bosser, Auteur Mention d'édition : First Edition. Editeur : Routledge, Taylor & Francis Group Année de publication : 2024 Importance : 240p ISBN/ISSN/EAN : 978-1-03-234679-3 Note générale : Includes bibliographical references and index.
Langues : Anglais Tags : Internet marketing, Strategic planning, Value added. Index. décimale : 658.8 Gestion de la distribution (Marketing) Résumé : Digital Content Marketing: Creating Value in Practice introduces the principles of the content marketing discipline and serves as a guide to any professional or student who wants to learn how to successfully plan and implement digital content marketing strategies and tactics.
Filled with contemporary examples of the most successful creative content marketing practices, case studies and professional advice from subject experts, this text offers an in-depth view of the world of content marketing from a value-based perspective. The textbook also includes practical advice on content marketing ideation, content management and content curation, as well as offering recommendations for the best content marketing software.
The textbook offers a good balance of both theory and practice and is suitable for advanced undergraduate students and postgraduate students studying content marketing, digital marketing or social media marketing. Support material includes an instructor manual, chapter-by-chapter PowerPoint slides and a test bank of exam questions.Note de contenu : 1. Introduction to Content Marketing;
2. Content Marketing Planning, Execution and Measurement;
3. Content Marketing ideation: How to generate and manage creative concepts;
4. Value Creation Through Digital Content: Informative Value;
5. Value Creation Through Digital Content: Entertainment Value;
6. Value Creation Through Digital Content: Social Value;
7. Value Creation Through Digital Content: User Co-creation Value;
8. Digital Content and Social Media Influencers;
9. Content Curation: Best Practices and Techniques;
10. Content Marketing and Sponsorship;
11. The Dark Side of Content Marketing;
12. Contemporary and Emerging Content Marketing TrendsDigital Content Marketing : Creating Value in Practice [texte imprimé] / Agata Krowinska, Auteur ; Christof Backhaus, Auteur ; Benjamin Becker, Auteur ; Fabian Bosser, Auteur . - First Edition. . - London ; New York : Routledge, Taylor & Francis Group, 2024 . - 240p.
ISBN : 978-1-03-234679-3
Includes bibliographical references and index.
Langues : Anglais
Tags : Internet marketing, Strategic planning, Value added. Index. décimale : 658.8 Gestion de la distribution (Marketing) Résumé : Digital Content Marketing: Creating Value in Practice introduces the principles of the content marketing discipline and serves as a guide to any professional or student who wants to learn how to successfully plan and implement digital content marketing strategies and tactics.
Filled with contemporary examples of the most successful creative content marketing practices, case studies and professional advice from subject experts, this text offers an in-depth view of the world of content marketing from a value-based perspective. The textbook also includes practical advice on content marketing ideation, content management and content curation, as well as offering recommendations for the best content marketing software.
The textbook offers a good balance of both theory and practice and is suitable for advanced undergraduate students and postgraduate students studying content marketing, digital marketing or social media marketing. Support material includes an instructor manual, chapter-by-chapter PowerPoint slides and a test bank of exam questions.Note de contenu : 1. Introduction to Content Marketing;
2. Content Marketing Planning, Execution and Measurement;
3. Content Marketing ideation: How to generate and manage creative concepts;
4. Value Creation Through Digital Content: Informative Value;
5. Value Creation Through Digital Content: Entertainment Value;
6. Value Creation Through Digital Content: Social Value;
7. Value Creation Through Digital Content: User Co-creation Value;
8. Digital Content and Social Media Influencers;
9. Content Curation: Best Practices and Techniques;
10. Content Marketing and Sponsorship;
11. The Dark Side of Content Marketing;
12. Contemporary and Emerging Content Marketing TrendsRéservation
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Titre : Routledge international handbook of consumer psychology Type de document : texte imprimé Auteurs : Cathrine V. Jansson-Boyd, Editeur scientifique ; Magdalena J. Zawisza, Editeur scientifique Mention d'édition : 1st ed Editeur : Routledge, Taylor & Francis Group Année de publication : 2022 Importance : 1 vol. (XVIII-729 p.) Présentation : ill. Format : 25 cm ISBN/ISSN/EAN : 978-1-03-247708-4 Note générale : Bibliogr. en fin de chapitres. Index Langues : Anglais Index. décimale : 658.8 Gestion de la distribution (Marketing) Résumé : This unique handbook maps the growing field of consumer psychology in its increasingly global context. With contributions from over 70 scholars across four continents, the book reflects the cross-cultural and multidisciplinary character of the field. Chapters relate the key consumer concepts to the progressive globalization of markets in which consumers act and consumption takes place.
The book is divided into seven sections, offering a truly comprehensive reference work that covers:
The historical foundations of the discipline and the rise of globalization
The role of cognition and multisensory perception in consumers’ judgements
The social self, identity and well-being, including their relation to advertising
Social and cultural influences on consumption, including politics and religion
Decision making, attitudes and behaviorally based research
Sustainable consumption and the role of branding
The particularities of online settings in framing and affecting behavior
The Routledge International Handbook of Consumer Psychology will be essential reading for anyone interested in how the perceptions, feelings and values of consumers interact with the decisions they make in relation to products and services in a global context. It will also be key reading for students and researchers across psychology and marketing, as well as professionals interested in a deeper understanding of the field.Note de contenu : Part I: Introduction and cross-cultural research
1. The history of consumer psychology Cathrine V. Jansson-Boyd and Nigel Marlow
2. Cross-cultural consumption Susan Forquer Gupta
3. Globalization, branding and multicultural consumer behaviour Carlos J. Torelli and María Rodas
Part II: Consumer cognition and perception
4. Visual attention in consumer settings J. Wesley Hutchinson, Joy Lu and Evan Weingarten
5. Perception and consumption: Touch, multisensory integration and congruency Cathrine V. Jansson-Boyd
6. The role of procedural knowledge in consumer judgement and decision making Robert S. Wyer, Jr.
7. Unconscious cognition effects in consumer research Claudiu V. Dimofte
8. Capturing the consumer’s unconscious: Applying the implicit association test in consumer research Dominika Maison and Aiden Gregg
Part III: Social perception, self, identity and well-being
9. The self in consumption Russell Belk
10. Revisiting self-congruity theory in consumer behaviour: Making sense of the research so far M. Joseph Sirgy, Dong-Jin Lee, and Grace B. Yu
11. Social comparison processes in advertisement: On the relative sales-value of beauty Michael Häfner
12. Applying universal dimensions of social perception to consumer context: An extension of the SCM/BIAF models with the relevance principle Magdalena J. Zawisza 13. Does size matter? Media influences and body image Megan Hurst, Helga Dittmar, Emma Halliwell and Phillippa C. Diedrichs
14. The psychology of healthy eating Lara Spiteri-Cornish
Part IV: Social and cultural influences
15. Political marketing: Theory and practice Wojciech Cwalina, Andrzej Falkowski and Bruce I. Newman
16. Religion and consumer behaviour Elizabeth A. Minton and Lynn R. Kahle
17. The psychological consequences of money for economic and social relationships Tomasz Zaleskiewicz and Agata Gasiorowska
18. Young children as consumers: Their vulnerability to persuasion and its effect on their choices Dick Mizerski, Shasha Wang, Alvin Lee and Claire Lambert
Part V: Decision making, attitudes and behavioural research
19. Framing effects in consumer judgement and decision making Tobias Krüger, Tobias Vogel and Michaela Wänke
20. Enhancing consumer behaviour with implementation intentions Peter M. Gollwitzer, Maik Bieleke and Paschal Sheeran
21. The elaboration likelihood model: Understanding consumer attitude change Jacob Teeny, Pablo Briñol and Richard E. Petty
22. Transactions as tradeoffs between costs and benefits Bernadette Kamleitner and Ruta Ruzeviciute
23. Naïve theories about marketing and consumption in consumer inference Hélène Deval, Maria L. Cronley, Susan Powell Mantel and Frank R. Kardes
24. What makes tomorrow’s gain worth today’s pain? Cognitive, motivational, and affective influences in consumers’ self-control dilemmas Aparna A. Labroo and Anastasiya Pocheptsova
25. Sex drive and consumer decision making Rui Chen and Maggie Wenjing Liu
26. Ageing and consumer behaviour: Challenges and opportunities Stephanie M. Carpenter and Carolyn Yoon
Part VI: Products, branding preferences and sustainability
27. Sustainability and consumer psychology Eda Gurel-Atay, Lynn R. Kahle and Elizabeth A. Minton
28. Moving towards sustainable consumption: A psychological perspective on improvement of public transport Margareta Friman and Tommy Gärling
29. The psychology of branding Arnd Florack and Johanna Palcu
30. Aesthetics: Antecedents, underlying processes and behavioural consequences Martin Reimann and C. Clark Cao 31. Anthropomorphism Pankaj Aggarwal and Ann L. McGill
Part VII: Internet and electronic media
32. Novel phenomena, evolving frameworks: Exploring social influence in the online world Rebecca Walker Reczek and Cait Lamberton
33. Representations of race, gender, and sexual orientation in gaming content Melody A. Stotler and Karen E. Dill-Shackleford
34. Personality-customized advertising in the digital environment Sandra Matz
Routledge international handbook of consumer psychology [texte imprimé] / Cathrine V. Jansson-Boyd, Editeur scientifique ; Magdalena J. Zawisza, Editeur scientifique . - 1st ed . - London ; New York : Routledge, Taylor & Francis Group, 2022 . - 1 vol. (XVIII-729 p.) : ill. ; 25 cm.
ISBN : 978-1-03-247708-4
Bibliogr. en fin de chapitres. Index
Langues : Anglais
Index. décimale : 658.8 Gestion de la distribution (Marketing) Résumé : This unique handbook maps the growing field of consumer psychology in its increasingly global context. With contributions from over 70 scholars across four continents, the book reflects the cross-cultural and multidisciplinary character of the field. Chapters relate the key consumer concepts to the progressive globalization of markets in which consumers act and consumption takes place.
The book is divided into seven sections, offering a truly comprehensive reference work that covers:
The historical foundations of the discipline and the rise of globalization
The role of cognition and multisensory perception in consumers’ judgements
The social self, identity and well-being, including their relation to advertising
Social and cultural influences on consumption, including politics and religion
Decision making, attitudes and behaviorally based research
Sustainable consumption and the role of branding
The particularities of online settings in framing and affecting behavior
The Routledge International Handbook of Consumer Psychology will be essential reading for anyone interested in how the perceptions, feelings and values of consumers interact with the decisions they make in relation to products and services in a global context. It will also be key reading for students and researchers across psychology and marketing, as well as professionals interested in a deeper understanding of the field.Note de contenu : Part I: Introduction and cross-cultural research
1. The history of consumer psychology Cathrine V. Jansson-Boyd and Nigel Marlow
2. Cross-cultural consumption Susan Forquer Gupta
3. Globalization, branding and multicultural consumer behaviour Carlos J. Torelli and María Rodas
Part II: Consumer cognition and perception
4. Visual attention in consumer settings J. Wesley Hutchinson, Joy Lu and Evan Weingarten
5. Perception and consumption: Touch, multisensory integration and congruency Cathrine V. Jansson-Boyd
6. The role of procedural knowledge in consumer judgement and decision making Robert S. Wyer, Jr.
7. Unconscious cognition effects in consumer research Claudiu V. Dimofte
8. Capturing the consumer’s unconscious: Applying the implicit association test in consumer research Dominika Maison and Aiden Gregg
Part III: Social perception, self, identity and well-being
9. The self in consumption Russell Belk
10. Revisiting self-congruity theory in consumer behaviour: Making sense of the research so far M. Joseph Sirgy, Dong-Jin Lee, and Grace B. Yu
11. Social comparison processes in advertisement: On the relative sales-value of beauty Michael Häfner
12. Applying universal dimensions of social perception to consumer context: An extension of the SCM/BIAF models with the relevance principle Magdalena J. Zawisza 13. Does size matter? Media influences and body image Megan Hurst, Helga Dittmar, Emma Halliwell and Phillippa C. Diedrichs
14. The psychology of healthy eating Lara Spiteri-Cornish
Part IV: Social and cultural influences
15. Political marketing: Theory and practice Wojciech Cwalina, Andrzej Falkowski and Bruce I. Newman
16. Religion and consumer behaviour Elizabeth A. Minton and Lynn R. Kahle
17. The psychological consequences of money for economic and social relationships Tomasz Zaleskiewicz and Agata Gasiorowska
18. Young children as consumers: Their vulnerability to persuasion and its effect on their choices Dick Mizerski, Shasha Wang, Alvin Lee and Claire Lambert
Part V: Decision making, attitudes and behavioural research
19. Framing effects in consumer judgement and decision making Tobias Krüger, Tobias Vogel and Michaela Wänke
20. Enhancing consumer behaviour with implementation intentions Peter M. Gollwitzer, Maik Bieleke and Paschal Sheeran
21. The elaboration likelihood model: Understanding consumer attitude change Jacob Teeny, Pablo Briñol and Richard E. Petty
22. Transactions as tradeoffs between costs and benefits Bernadette Kamleitner and Ruta Ruzeviciute
23. Naïve theories about marketing and consumption in consumer inference Hélène Deval, Maria L. Cronley, Susan Powell Mantel and Frank R. Kardes
24. What makes tomorrow’s gain worth today’s pain? Cognitive, motivational, and affective influences in consumers’ self-control dilemmas Aparna A. Labroo and Anastasiya Pocheptsova
25. Sex drive and consumer decision making Rui Chen and Maggie Wenjing Liu
26. Ageing and consumer behaviour: Challenges and opportunities Stephanie M. Carpenter and Carolyn Yoon
Part VI: Products, branding preferences and sustainability
27. Sustainability and consumer psychology Eda Gurel-Atay, Lynn R. Kahle and Elizabeth A. Minton
28. Moving towards sustainable consumption: A psychological perspective on improvement of public transport Margareta Friman and Tommy Gärling
29. The psychology of branding Arnd Florack and Johanna Palcu
30. Aesthetics: Antecedents, underlying processes and behavioural consequences Martin Reimann and C. Clark Cao 31. Anthropomorphism Pankaj Aggarwal and Ann L. McGill
Part VII: Internet and electronic media
32. Novel phenomena, evolving frameworks: Exploring social influence in the online world Rebecca Walker Reczek and Cait Lamberton
33. Representations of race, gender, and sexual orientation in gaming content Melody A. Stotler and Karen E. Dill-Shackleford
34. Personality-customized advertising in the digital environment Sandra Matz
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Titre : Strategic marketing planning : a step-by-step approach / Type de document : texte imprimé Auteurs : K. J. Alsem Mention d'édition : Second edition. Editeur : Routledge, Taylor & Francis Group Année de publication : 2023 Importance : 1 online resource ISBN/ISSN/EAN : 978-1-00-098455-2 Note générale : First edition published by Routledge 2019. Index. décimale : 658.8 Gestion de la distribution (Marketing) Résumé : "This book provides a uniquely practical approach to strategic marketing planning. Combining a comprehensive overview of theory with practice, each chapter takes the reader step by step through the strategic marketing process. Beginning with situation analysis, it moves on to marketing strategy (targeting and brand positioning), and finally details the overall implementation and creation of customer values. This 2nd edition has been fully updated to integrate both sustainability and digitalization throughout the whole strategic planning process, covering analysing consumer needs, setting goals, choosing a brand positioning and marketing communication. Subjects such as big data, AI, online behavioural targeting, influencer marketing, and social media are explored, accompanied by plentiful examples. A unique feature is the full integration of sustainability within normal marketing, led by a new customer value model. Strategic Marketing Planning equips the reader with the necessary tools and techniques to develop and deliver a thorough and effective marketing strategy. With a broad range of international case studies that bring the theory to life, this well-renowned text is vital reading for undergraduate and postgraduate students of marketing management and strategic marketing. It should also be of interest to marketing practitioners who want a clear overview to aid them in the planning process"-- Strategic marketing planning : a step-by-step approach / [texte imprimé] / K. J. Alsem . - Second edition. . - London ; New York : Routledge, Taylor & Francis Group, 2023 . - 1 online resource.
ISBN : 978-1-00-098455-2
First edition published by Routledge 2019.
Index. décimale : 658.8 Gestion de la distribution (Marketing) Résumé : "This book provides a uniquely practical approach to strategic marketing planning. Combining a comprehensive overview of theory with practice, each chapter takes the reader step by step through the strategic marketing process. Beginning with situation analysis, it moves on to marketing strategy (targeting and brand positioning), and finally details the overall implementation and creation of customer values. This 2nd edition has been fully updated to integrate both sustainability and digitalization throughout the whole strategic planning process, covering analysing consumer needs, setting goals, choosing a brand positioning and marketing communication. Subjects such as big data, AI, online behavioural targeting, influencer marketing, and social media are explored, accompanied by plentiful examples. A unique feature is the full integration of sustainability within normal marketing, led by a new customer value model. Strategic Marketing Planning equips the reader with the necessary tools and techniques to develop and deliver a thorough and effective marketing strategy. With a broad range of international case studies that bring the theory to life, this well-renowned text is vital reading for undergraduate and postgraduate students of marketing management and strategic marketing. It should also be of interest to marketing practitioners who want a clear overview to aid them in the planning process"-- Réservation
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Titre : The Routledge companion to strategic marketing Type de document : texte imprimé Auteurs : Bodo B. Schlegelmilch, Auteur ; Russell S. Winer, Auteur Mention d'édition : 1st ed Editeur : Routledge, Taylor & Francis Group Année de publication : 2023 Importance : 480P Format : 24cm ISBN/ISSN/EAN : 978-1-138-48909-7 Langues : Anglais Index. décimale : 658.8 Gestion de la distribution (Marketing) Résumé : "The Routledge Companion to Strategic Marketing offers the latest insights into marketing strategy. Bodo Schlegelmilch and Russ Winer present 29 specially commissioned chapters, which include the latest thinking on a diverse range of marketing strategy topics. Readers benefit from the latest strategic insights of leading experts from universities around the world. Contributing authors are, among others, from the US (Berkeley, Cornell, MIT, New York University, Texas A & M), Europe (Hanken School of Economics, INSEAD, Oxford, University of Groningen, WU Vienna) and Asia (Indian School of Business, Tongji University). The topics addressed range from economic foundations of marketing strategy, competition in digital marketing strategy (e.g. mobile payment systems and social media strategy), marketing strategy and corporate social responsibility, as well as perspectives on capturing the impact of marketing strategy. Collectively, this authoritative guide is an accessible tool for researchers, students and practitioners"-- Note de contenu : PART I Fundamentals
1 Foundations of Strategic Marketing
Rajan Varadarajan
2 Economic Foundations of Marketing Strategy
J. Miguel Villas- Boas and Juanjuan Zhang
PART II Customers
3 Customer Behavior and E- Commerce
Ashlee Humphreys
4 An Updated Framework for Customer Relationship Management
Russell S. Winer
5 Customer Journey: From Practice to Theory
Patricia Harris, Harald Pol, and Gerrita Van Der Veen
6 Customer Satisfaction
Ruth N. Bolton
7 Customer Experience Creation in Today’s Digital World
Peter C. Verhoef
PART III Competitors and Environment
8 Competitor Analysis
John A. Czepiel
9 Competitive Advantage
John B. Ford
10 Digital Ecosystem and Collaboration
Anandhi Bharadwaj and Jinsoo Yeo
11 We UBER Yet We GOOGLE: Gaining Early- and Late- mover Advantage
Gregory S. Carpenter
12 Competition and the Future of Retailing
Matthew J. Robson
PART IV Company
13 Global Marketing Organization
Shaoming Zou
14 Allocation of Marketing Resources
Venkatesh Shankar
15 Key Components of a Digital Marketing Strategy
P. K. Kannan
16 Sustainable New Product Development Strategies
Marius C. Claudy
17 Co- creation of Value in Service Marketing: An Approach Relevant to Managerial Decision Making
Christian Gronroos
18 Designing a Corporate Innovation Strategy: The Cube Solution
Christiane Prange and Bodo B. Schlegelmilch
19 Omnichannel Strategy
Rajkumar Venkatesan and S. Arunachalam
20 Pricing Strategies
Manish Gangwar and Vithala R. Rao
21 Mobile Payment Systems
Przemyslaw Jeziorski
22 Marketing Communication Strategy in the Age of Interactive Media
Charles F. Hofacker
23 Social Media Strategy
Andrew T. Stephen
24 Marketing Strategy and Corporate Social Responsibility
Sofia Lopez- Rodriguez and N. Craig Smith
25 International Market Entry and Expansion
Nikoletta- Theofania Siamagka and Keith D. Brouthers
PART V Impact of Marketing Strategy
26 Accounting for Intangible Assets: The Strategic Performance of Marketing
David Stewart and Neil Morgan
27 Market Orientation and Profitability
John W. Cadogan
28 Customer Lifetime Value: What, How, and Why
V. Kumar and Bharath Rajan
29 Overcoming Quality Issues in Digital Display Advertising Using Digital Dashboards
Nadia Abou Nabout and Sila Ada
The Routledge companion to strategic marketing [texte imprimé] / Bodo B. Schlegelmilch, Auteur ; Russell S. Winer, Auteur . - 1st ed . - London ; New York : Routledge, Taylor & Francis Group, 2023 . - 480P ; 24cm.
ISBN : 978-1-138-48909-7
Langues : Anglais
Index. décimale : 658.8 Gestion de la distribution (Marketing) Résumé : "The Routledge Companion to Strategic Marketing offers the latest insights into marketing strategy. Bodo Schlegelmilch and Russ Winer present 29 specially commissioned chapters, which include the latest thinking on a diverse range of marketing strategy topics. Readers benefit from the latest strategic insights of leading experts from universities around the world. Contributing authors are, among others, from the US (Berkeley, Cornell, MIT, New York University, Texas A & M), Europe (Hanken School of Economics, INSEAD, Oxford, University of Groningen, WU Vienna) and Asia (Indian School of Business, Tongji University). The topics addressed range from economic foundations of marketing strategy, competition in digital marketing strategy (e.g. mobile payment systems and social media strategy), marketing strategy and corporate social responsibility, as well as perspectives on capturing the impact of marketing strategy. Collectively, this authoritative guide is an accessible tool for researchers, students and practitioners"-- Note de contenu : PART I Fundamentals
1 Foundations of Strategic Marketing
Rajan Varadarajan
2 Economic Foundations of Marketing Strategy
J. Miguel Villas- Boas and Juanjuan Zhang
PART II Customers
3 Customer Behavior and E- Commerce
Ashlee Humphreys
4 An Updated Framework for Customer Relationship Management
Russell S. Winer
5 Customer Journey: From Practice to Theory
Patricia Harris, Harald Pol, and Gerrita Van Der Veen
6 Customer Satisfaction
Ruth N. Bolton
7 Customer Experience Creation in Today’s Digital World
Peter C. Verhoef
PART III Competitors and Environment
8 Competitor Analysis
John A. Czepiel
9 Competitive Advantage
John B. Ford
10 Digital Ecosystem and Collaboration
Anandhi Bharadwaj and Jinsoo Yeo
11 We UBER Yet We GOOGLE: Gaining Early- and Late- mover Advantage
Gregory S. Carpenter
12 Competition and the Future of Retailing
Matthew J. Robson
PART IV Company
13 Global Marketing Organization
Shaoming Zou
14 Allocation of Marketing Resources
Venkatesh Shankar
15 Key Components of a Digital Marketing Strategy
P. K. Kannan
16 Sustainable New Product Development Strategies
Marius C. Claudy
17 Co- creation of Value in Service Marketing: An Approach Relevant to Managerial Decision Making
Christian Gronroos
18 Designing a Corporate Innovation Strategy: The Cube Solution
Christiane Prange and Bodo B. Schlegelmilch
19 Omnichannel Strategy
Rajkumar Venkatesan and S. Arunachalam
20 Pricing Strategies
Manish Gangwar and Vithala R. Rao
21 Mobile Payment Systems
Przemyslaw Jeziorski
22 Marketing Communication Strategy in the Age of Interactive Media
Charles F. Hofacker
23 Social Media Strategy
Andrew T. Stephen
24 Marketing Strategy and Corporate Social Responsibility
Sofia Lopez- Rodriguez and N. Craig Smith
25 International Market Entry and Expansion
Nikoletta- Theofania Siamagka and Keith D. Brouthers
PART V Impact of Marketing Strategy
26 Accounting for Intangible Assets: The Strategic Performance of Marketing
David Stewart and Neil Morgan
27 Market Orientation and Profitability
John W. Cadogan
28 Customer Lifetime Value: What, How, and Why
V. Kumar and Bharath Rajan
29 Overcoming Quality Issues in Digital Display Advertising Using Digital Dashboards
Nadia Abou Nabout and Sila Ada
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