Strategic innovative marketing : 4th IC-SIM, Mykonos, Greece 2015

• Corporate Author: International Conference on Strategic Innovative Marketing Mykonos, Greece
• Other Authors: Kavoura, Androniki (Editor), Sakas, Damianos P. (Editor), Tomaras, Petros (Editor)
• Format: Electronic eBook
• Language: English
• Published: Switzerland : Springer, ©2017.
• Series: Springer proceedings in business and economics.
• Subjects: Marketing > Congresses.; Marketing > Decision making > Congresses.; Marketing > Management > Congresses.; Information technology.; elektronické knihy; electronic books
• ISBN: 9783319338651; 9783319338637
• Physical Description: 1 online resource

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...

Table of Contents:

• 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.
• 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.
• 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.
• 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.