Strategic innovative marketing : 4th IC-SIM, Mykonos, Greece 2015
This book presents the latest on the theoretical approach of the contemporary issues evolved in strategic marketing and the integration of theory and practice. It seeks to make advancements in the discipline by promoting strategic research and innovative activities in marketing. The book highlights...
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| Other Authors: | , , |
| Format: | eBook |
| Language: | English |
| Published: |
Switzerland :
Springer,
©2017.
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| Series: | Springer proceedings in business and economics.
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| Subjects: | |
| ISBN: | 9783319338651 9783319338637 |
| Physical Description: | 1 online resource |
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Table of contents
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| 020 | |a 9783319338651 |q (electronic bk.) | ||
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| 024 | 7 | |a 10.1007/978-3-319-33865-1 |2 doi | |
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| 111 | 2 | |a International Conference on Strategic Innovative Marketing |n (4th : |d 2015 : |c Mykonos, Greece) | |
| 245 | 1 | 0 | |a Strategic innovative marketing : |b 4th IC-SIM, Mykonos, Greece 2015 / |c Androniki Kavoura, Damianos P. Sakas, Petros Tomaras, editors. |
| 260 | |a Switzerland : |b Springer, |c ©2017. | ||
| 300 | |a 1 online resource | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a počítač |b c |2 rdamedia | ||
| 338 | |a online zdroj |b cr |2 rdacarrier | ||
| 490 | 1 | |a Springer Proceedings in Business and Economics | |
| 504 | |a Includes bibliographical references. | ||
| 505 | 0 | |a Preface; Aims and Scope of the Conference; Topics; Paper Peer Review; Thanks; Conference Details; Chairs; International Advisory Committee; Scientific Committee; Organizing Committee; Keynote Speaker; Invited Speakers; Contents; Contributors; 2nd Symposium on Transportation Marketing: Trends and Future Directions; 1 Ambient Media in the View of the General Public and Their Relation to this Communication Form; Abstract; Introduction of the Issue and the Problem Solved; What Literature Says and the Current State of Things; Research; Objectives and Methods; Statistical Methods; Partial Results. | |
| 505 | 8 | |a DiscussionConclusion; References; 2 Generation Y Marketing-The Path to Achievement of Successful Marketing Results Among the Young Generation; Abstract; Introduction; Generation Y Marketing; Results of the Empirical Research; Ways to Successful Addressing Young Generation; Conclusion; Acknowledgments; References; 3 Blueprinting an Event and Tourist Service Marketing Strategy: The Case of the SMF Greek Tourism Small-Scale Sport Event; Abstract; Introduction; Exploratory Case Study of a Real Sporting Event, the Sfendami Mountain Festival; SMF, in 2013; Findings; Discussion and Conclusion. | |
| 505 | 8 | |a 6 Core Skills as Marketing and Management Tools: Evidence from the Tourism SectorAbstract; Introduction; Theoretical Background; Secondary Research; Methodology; Findings; Discussion; Future Research; References; 5th Symposium on Management Challenges (IANOS): Crisis Kills or Links?; 7 Knowledge Management and Employee General Competencies in Accounting Firms; Abstract; Introduction; Theoretical Background; Knowledge Management and Knowledge Sharing; Knowledge Sharing and General Competencies; Methodology; Statistical Analysis; Discussion and Conclusions; Acknowledgments; References. | |
| 505 | 8 | |a 8 Personal Characteristics and Job Satisfaction of Greek Banking EmployeesAbstract; Introduction; Literature Review; Research Methodology; Results; Discussion-Conclusions; References; 9 Social Networking Sites' Usage in a Period of Crisis. A Segmentation Analysis of Greek College Students; Abstract; Introduction; Literature Review; Research Methodology; Results; Conclusions; References; 10 Personal Characteristics and Organizational Culture of Greek Banking Employees; Abstract; Introduction; Literature Review; Research Methodology; Results; Discussion-Conclusions; References. | |
| 506 | |a Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty | ||
| 520 | |a This book presents the latest on the theoretical approach of the contemporary issues evolved in strategic marketing and the integration of theory and practice. It seeks to make advancements in the discipline by promoting strategic research and innovative activities in marketing. The book highlights the use of data analytics, intelligence and knowledge-based systems in this area. In the era of knowledge-based economy, marketing has a lot to gain from collecting and analyzing data associated with customers, business processes, market economics or even data related to social activities. The contributed chapters are concerned with using modern qualitative and quantitative techniques based on information technology used to manage and analyze business data, to discover hidden knowledge and to introduce intelligence into marketing processes. This allows for a focus on innovative applications in all aspects of marketing, of computerized technologies related to data analytics, predictive analytics and modeling, business intelligence and knowledge engineering, in order to demonstrate new ways of uncovering hidden knowledge and supporting marketing decisions with evidence-based intelligent tools. Among the topics covered include innovative tourism marketing strategies, marketing communications in small and medium-sized enterprises (SMEs), the use of business modeling, as well as reflecting on the marketing trends and outlook for all transportation industry segments. The papers in this proceedings has been written by scientists, researchers, practitioners and students that demonstrate a special orientation in strategic marketing, all of whom aspire to be ahead of the curve based on the pillars of innovation. This proceedings volume compiles their contributions to the field, highlighting the exchange of insights on strategic issues in the science of innovation marketing. | ||
| 590 | |a SpringerLink |b Springer Complete eBooks | ||
| 650 | 0 | |a Marketing |v Congresses. | |
| 650 | 0 | |a Marketing |x Decision making |v Congresses. | |
| 650 | 0 | |a Marketing |x Management |v Congresses. | |
| 650 | 0 | |a Information technology. | |
| 655 | 7 | |a elektronické knihy |7 fd186907 |2 czenas | |
| 655 | 9 | |a electronic books |2 eczenas | |
| 700 | 1 | |a Kavoura, Androniki, |e editor. | |
| 700 | 1 | |a Sakas, Damianos P., |e editor. | |
| 700 | 1 | |a Tomaras, Petros, |e editor. | |
| 776 | 0 | 8 | |i Print version: |z 9783319338637 |z 3319338633 |w (OCoLC)945949215 |
| 830 | 0 | |a Springer proceedings in business and economics. | |
| 856 | 4 | 0 | |u https://proxy.k.utb.cz/login?url=https://link.springer.com/10.1007/978-3-319-33865-1 |y Plný text |
| 992 | |c NTK-SpringerBM | ||
| 999 | |c 97842 |d 97842 | ||
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