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Springer Proceedings in Business and Economics

Strategic Innovative Marketing

4th IC-SIM, Mykonos, Greece 2015

Editors: Kavoura, Androniki, Sakas, Damianos P., Tomaras, Petros (Eds.)

  • 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
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Buy this book

eBook 236,81 €
price for Spain (gross)
  • ISBN 978-3-319-33865-1
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 291,19 €
price for Spain (gross)
  • ISBN 978-3-319-33863-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
Softcover 291,19 €
price for Spain (gross)
  • ISBN 978-3-319-81619-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
About this book

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.

About the authors

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.

Table of contents (43 chapters)

  • Ambient Media in the View of the General Public and Their Relation to this Communication Form

    Šula, Tomáš (et al.)

    Pages 3-9

    Preview Buy Chapter 30,19 €
  • Generation Y Marketing—The Path to Achievement of Successful Marketing Results Among the Young Generation

    Lendel, Viliam (et al.)

    Pages 11-17

    Preview Buy Chapter 30,19 €
  • Blueprinting an Event and Tourist Service Marketing Strategy: The Case of the SMF Greek Tourism Small-Scale Sport Event

    Sofia, Gkarane (et al.)

    Pages 19-24

    Preview Buy Chapter 30,19 €
  • The Role of Gender in the Construction of Self Through Fashion Brands

    Oflazoğlu, Sonyel

    Pages 25-33

    Preview Buy Chapter 30,19 €
  • Bologna Efforts to Promote Skills and Competences in Higher Education and the Greek Context

    Asonitou, Sofia (et al.)

    Pages 35-43

    Preview Buy Chapter 30,19 €

Buy this book

eBook 236,81 €
price for Spain (gross)
  • ISBN 978-3-319-33865-1
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 291,19 €
price for Spain (gross)
  • ISBN 978-3-319-33863-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
Softcover 291,19 €
price for Spain (gross)
  • ISBN 978-3-319-81619-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
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Bibliographic Information

Bibliographic Information
Book Title
Strategic Innovative Marketing
Book Subtitle
4th IC-SIM, Mykonos, Greece 2015
Editors
  • Androniki Kavoura
  • Damianos P. Sakas
  • Petros Tomaras
Series Title
Springer Proceedings in Business and Economics
Copyright
2017
Publisher
Springer International Publishing
Copyright Holder
Springer International Publishing Switzerland
eBook ISBN
978-3-319-33865-1
DOI
10.1007/978-3-319-33865-1
Hardcover ISBN
978-3-319-33863-7
Softcover ISBN
978-3-319-81619-7
Series ISSN
2198-7246
Edition Number
1
Number of Pages
XXXVI, 764
Number of Illustrations
40 b/w illustrations, 60 illustrations in colour
Topics