Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement

Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement
Author: Suki, Norazah Mohd
Publisher: IGI Global
Total Pages: 407
Release: 2016-07-22
Genre: Business & Economics
ISBN: 1522507477
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Consumer behavior is becoming increasingly complex in the current global market. A broader understanding of the psychologically-driven motivation of consumers and characteristics of the consumer decision-making process is vital for effective customer engagement in the global economy. The Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement provides current research on topics relevant to consumer beliefs, feelings, attitudes, and intentions and how best to utilize this research improving consumer appeal and relationships. Emphasizing critical topics in the field of consumer behavior research, this publication is a comprehensive resource for marketing professionals, managers, retailers, advertising executives, scholars, and graduate-level students in marketing, psychology, and MBA programs.

Handbook of Research on Customer Engagement

Handbook of Research on Customer Engagement
Author: Linda D. Hollebeek
Publisher: Edward Elgar Publishing
Total Pages: 544
Release: 2019
Genre: Business & Economics
ISBN: 1788114892
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Customer engagement is now a critical research priority in contemporary marketing. In this Handbook, a cadre of international scholars offer an overview of current research on this rapidly growing field of study.

Handbook of Research on Technology Applications for Effective Customer Engagement

Handbook of Research on Technology Applications for Effective Customer Engagement
Author: Mohd Suki, Norazah
Publisher: IGI Global
Total Pages: 391
Release: 2020-09-04
Genre: Business & Economics
ISBN: 179984773X
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In the challenging digital economy, bridging the gap between the external stakeholder and business entities through effective applications of technology carries more importance than ever before. By building a strong online presence and maintaining a long-lasting relationship with valuable customers through high-quality customer experience, companies continue to thrive during this digital age. The Handbook of Research on Technology Applications for Effective Customer Engagement is a pivotal reference source that provides vital research on the utilization of the best research practices for consumer satisfaction and loyalty. While highlighting topics such as target marketing, consumer behavior, and brand equity, this publication explores the applications of modern technology in marketing as well as recent business activities of international companies. This book is ideally designed for business professionals, practitioners, marketers, advertisers, brand managers, retailers, managers, academics, researchers, and graduate-level students.

Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities

Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities
Author: de Sousa, Joana Coutinho
Publisher: IGI Global
Total Pages: 211
Release: 2017-12-30
Genre: Business & Economics
ISBN: 1522548351
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Download Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities Book in PDF, Epub and Kindle

A new sub-area of marketing is emerging called neuromarketing. It combines psychology, neuroscience, and economics with the study of consumer motivations. This is leading to the creation of new technological approaches that enable companies to read the customer's mind and tailor marketing practices, products, and services. Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities provides emerging information on the issues involved in the field of neuromarketing, including models, technologies, and the methodology of this field. Highlighting the intricacies of neuroscience, biometrics, multimedia technology, marketing strategy, and big data management, this book is an ideal resource for researchers, neuroscientists, marketers, suppliers, customers, and investors seeking current research on the integration of new neuromarketing trends and technologies.

Leveraging Consumer Behavior and Psychology in the Digital Economy

Leveraging Consumer Behavior and Psychology in the Digital Economy
Author: Suki, Norazah Mohd
Publisher: IGI Global
Total Pages: 299
Release: 2020-06-26
Genre: Business & Economics
ISBN: 1799830438
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With the increasing prevalence of information, communication, and technology, including social media, in the digital economy, leveraging consumer behavior and psychology has become a dominant ground for researchers and practitioners to inspect the trends, opportunities, and challenges to social networking service (SNS) developers and online firms. These platforms have become a key channel for social interactions and networking among individuals and online communities to leverage business activities in respect to product and service visibility and sustainability via the internet. Leveraging Consumer Behavior and Psychology in the Digital Economy is a pivotal reference source that provides current research on topics relevant to consumer behavior, consumer psychology, consumer value, customer satisfaction, and loyalty and how best to utilize this research consumer behavior and psychology in the digital economy. Emphasizing critical topics in the field of consumer behavior research, this publication is a wide-ranging resource for professionals, practitioners, marketers, retailers, business managers, academics, researchers, and graduate-level students interested in the latest material on consumer behavior and psychology in the digital economy.

Analyzing Attachment and Consumers' Emotions: Emerging Research and Opportunities

Analyzing Attachment and Consumers' Emotions: Emerging Research and Opportunities
Author: Pedeliento, Giuseppe
Publisher: IGI Global
Total Pages: 327
Release: 2018-02-02
Genre: Business & Economics
ISBN: 1522549854
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In the rapidly changing landscape of society, understanding how consumers make purchasing decisions is essential to the success of any product or service organization. As such, marketing professionals are looking for more effective ways to promote their goods and services to their customers. Analyzing Attachment and Consumers' Emotions: Emerging Research and Opportunities is a critical scholarly resource that examines the application of attachment theory to consumer brands and products. Featuring coverage on a broad range of topics, such as customer satisfaction, brand evaluation, and brand authenticity, this book is geared towards marketing professionals, consumer researchers, international business strategists, scholars, and graduate-level students.

Research Anthology on Social Media Advertising and Building Consumer Relationships

Research Anthology on Social Media Advertising and Building Consumer Relationships
Author: Management Association, Information Resources
Publisher: IGI Global
Total Pages: 2012
Release: 2022-05-13
Genre: Computers
ISBN: 1668462885
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Social media has become a key tool that businesses must utilize in all areas of their practices to build relationships with their customer base and promote their products. This technology is no longer optional as those who do not take advantage of the many benefits it offers continue to struggle with outdated practices. In order for businesses to flourish, further study on the advantages social media provides in the areas of marketing and developing consumer relationships is required. The Research Anthology on Social Media Advertising and Building Consumer Relationships considers best practices and strategies of utilizing social media successfully throughout various business fields to promote products, build relationships, and maintain relevancy. This book also discusses common pitfalls and challenges companies face as they attempt to create a name for themselves in the online world. Covering topics such as marketing, human aspects of business, and branding, this major reference work is crucial for managers, business owners, entrepreneurs, researchers, scholars, academicians, practitioners, instructors, and students.

Localizing Global Marketing Strategies: Emerging Research and Opportunities

Localizing Global Marketing Strategies: Emerging Research and Opportunities
Author: Harvey, Janell NaKia
Publisher: IGI Global
Total Pages: 152
Release: 2019-10-25
Genre: Business & Economics
ISBN: 1799809595
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Years of technological advancements have made it possible for the smallest of trades to develop their companies to sell their products all over the world. Global marketing initiatives allow a business to adapt its services and products to nations outside of its origin, increasing its annual earnings and success. However, companies must first implement worldwide marketing programs that consider cultural dimensions and customs. Localizing Global Marketing Strategies: Emerging Research and Opportunities is a collection of innovative research on trends and strategies that are necessary to ensure the success of global marketing and identify the means of global market entry. While highlighting topics including branding, consumer management, and joint ventures, this book is ideally designed for administrators, marketers, managers, executives, entrepreneurs, industry professionals, researchers, academicians, and students seeking current research on establishing long-lasting global marketing plans for a variety of industries.

Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities

Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities
Author: Rahman, Muhammad Sabbir
Publisher: IGI Global
Total Pages: 171
Release: 2018-12-04
Genre: Business & Economics
ISBN: 1522578927
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Download Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities Book in PDF, Epub and Kindle

The contribution of small and medium enterprises (SMEs) is acknowledged as an influential engine to economic growth. However, the biggest challenge faced by these SMEs is the lack of competitive service offerings for their target customers due to unstandardized products and a lack of consumer engagement and strategies. Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities is an essential reference source that provides guidelines on how SMEs can achieve sustainability through positive marketing outcomes and effective customer services. Featuring research on the assessment of SMEs’ customer service expectation, listening to customers through qualitative research, service quality model and its marketing implications, integrated marketing communications for SME environments, effective service encounters, and relationship developing strategies for SMEs, this publication provides new models for managers, industry professionals, academicians, and researchers.

Handbook of Research on Emerging Business Models and the New World Economic Order

Handbook of Research on Emerging Business Models and the New World Economic Order
Author: Saiz-Alvarez, Jose Manuel
Publisher: IGI Global
Total Pages: 454
Release: 2021-10-15
Genre: Business & Economics
ISBN: 1799876918
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The COVID-19 pandemic is causing a radical change in both the economic and business paradigms that have ruled countries for decades. Emerging models are leading to a new world economic order predictably led by China and the United States. New forms of organization, new ways of working remotely, the strengthening of some industries to the detriment of others, and the supremacy of technology to be able to work are going to change the economies as we know them today. The Handbook of Research on Emerging Business Models and the New World Economic Order offers strategies, economic policies, social, economic, and political trends that will affect organizations to increase their efficiency and labor productivity and change the world’s business and financial structures. This book forecasts future business changes and prospective models, structural or not, for guiding the survival of small and medium enterprises (SMEs), multinationals, family firms, entrepreneurs, and NGOs in the post-COVID-19 era. Covering topics such as business model creation, global sustainable logistics 4.0, and social and solidarity economy, this text is essential for economists, entrepreneurs, managers, executives, family firms, SMEs, business professionals, policymakers, students, researchers, practitioners, and academicians.