Overview
- Presents cutting edge and rigorously developed papers on strategic issues in the science of innovation marketing
- Focuses on the theoretical approach of the contemporary issues evolved in strategic marketing and the integration of theory and practice
- Contributions are written by scientists, researchers, and practitioners, with a special orientation in strategic marketing
- Includes supplementary material: sn.pub/extras
Part of the book series: Springer Proceedings in Business and Economics (SPBE)
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Table of contents (72 papers)
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Front Matter
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Creativity, Innovation and Entrepreneurship Competence in Higher Education
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New Ways of Marketing Analytics
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Development and Marketing Strategies in Innovative Technological Enterprises
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6th Symposium on Management Challenges (IANOS): Crisis Kills or Links?
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Keywords
About this book
This proceedings volume presents the latest on the theoretical approach of the contemporary issues evolved in strategic marketing and the integration of theory and practice. It highlights strategic research and innovative activities in marketing. 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.
The chapters from the proceedings of the 5th International Conference on Strategic Innovative Marketing 2016 cover areas suchas social media marketing innovation, sustainable marketing, customer satisfaction strategies, customer relationship management, marketing research and analytics. The papers have 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 shares their recent contributions to the field and showcases their exchange of insights on strategic issues in the science of innovation marketing.
Editors and Affiliations
About the editors
Dr. Androniki Kavoura is an Associate Professor and Head, Department of Marketing, Technological Educational Institute of Athens, Greece. She completed her MSc in Media Management, University of Stirling, Scotland, UK and her PhD on Communication and Culture, University of Stirling, Scotland, UK. She has participated on research projects and her research interests include qualitative communication research methodologies, branding, advertising, tourism and culture. Her published work is associated with the role of communication in the marketing and advertising of services, cities, regions with the use of social media and other electronic means. She is member of the Editorial Board of many journals in communication, advertising, business and marketing.
Dr. Damianos P. Sakas is a member of the educational personnel of the University of Peloponnese. In the past, he has served in the Communications office of the Prime Minister of Greece, and he was responsible for part of the mass media-related communications policy. He has academic background and previous experience in SA Companies, in relation to the Administration of Enterprises. He held a position in oligopoly as well as in large international companies, always as a Decision Maker. His career experience in management matters, combined with his academic background, helped him to acquire experience which he tries to transform into scientific research. His research interests are Strategic Negotiation, Business Communication, Strategic and Management, Dynamic Simulation Models, Computational Methods.
Dr. Petros Tomaras is a full Professor of Marketing in the Marketing Department at Technological Educational Institution (TEI) of Athens Greece and a member of the Council TEI of Athens. He has academic and professional background and previous experience in Business and Organizations of the public sector. He is the author of four Marketing books and coauthor in two more. His main research interests are in the fields of the Marketing and Marketing Research. His articles have appeared in Procedia – Social and Behavioral Sciences - Elsevier, in Journal of Business Ethics, in many International Conferences in Marketing and in many Greek Scientific Journals.
Bibliographic Information
Book Title: Strategic Innovative Marketing
Book Subtitle: 5th IC-SIM, Athens, Greece 2016
Editors: Androniki Kavoura, Damianos P. Sakas, Petros Tomaras
Series Title: Springer Proceedings in Business and Economics
DOI: https://doi.org/10.1007/978-3-319-56288-9
Publisher: Springer Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer International Publishing AG 2017
Hardcover ISBN: 978-3-319-56287-2Published: 03 June 2017
Softcover ISBN: 978-3-319-85877-7Published: 02 August 2018
eBook ISBN: 978-3-319-56288-9Published: 02 June 2017
Series ISSN: 2198-7246
Series E-ISSN: 2198-7254
Edition Number: 1
Number of Pages: XXIV, 556
Number of Illustrations: 52 b/w illustrations, 80 illustrations in colour
Topics: IT in Business, Marketing, Information Systems Applications (incl. Internet)