This short form textbook provides readers with a comprehensive yet concise overview of the fundamentals of Digital Marketing.
The author, a well-renowned teacher and writer on the subject, presents a ...concise and clear structure that works step by step through each of the core aspects of the subject, including SEO, metrics and analytics, web development, e-commerce, social media and digital marketing strategy.
Presented in nine chapters to suit delivery periods at both undergraduate and postgraduate levels, this book can be used either as a core text that gives tutors a sound platform on which to structure a module on digital marketing or as supporting text where digital marketing is an element of a module with a broader scope, such as strategic marketing.
Pedagogical features include an essential summary paragraph at the start of each chapter, focused references and further reading. There is also online teaching and learning support for both in-class and digital delivery, including suggested case studies, chapter questions and other activities.
Marketing organization is the interface of the firm with its markets and where the work of marketing gets done. This review of the past 25 years of scholarship on marketing organization examines the ...individual and integrative roles of four elements of marketing organization—capabilities, configuration (including structure, metrics, and incentives), culture, and the human capital of marketing leadership and talent. The authors indicate that these four elements are mobilized through seven marketing activities (7As) that occur during the marketing strategy process. These activities enable the firm to anticipate market changes, adapt the strategy to stay ahead of competition, align the organization to the strategy and market, activate effective implementation, ensure accountability for results, attract resources, and manage marketing assets. How well the firm manages these seven activities throughout the marketing strategy process determines the performance payoffs from marketing organization. Future research priorities outlined for the elements of marketing organization, their integration, and their impact on the 7As offer directions for the study of organizing for marketing excellence.
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As part of an emerging literature on place branding, this book fills the important gap between practice-oriented literature—which lacks in-depth and critical analysis—and technical academic ...literature—which tends to miss down-to-earth practitioners' concerns and to overlook policy and political contexts. Providing frameworks and knowledge on how to practice place branding effectively, this book anchors place-branding practices in a solid analytical framework. It presents place-branding practices through the lenses of public sector marketing, strategic management, and governance processes and structures, as well as communication tools. Marketing a place is more than creating a logo and a motto; this book presents the key strategic aspects to be considered when promoting a place. Readers will gain knowledge about the most important features of place promotion: the development of brands and marketing campaigns in the public sector, the establishment of dedicated politico-administrative structures, and the increasing involvement of various stakeholders that play a central role as place promoters. This book will be a valuable resource for researchers and postgraduate students across place branding, marketing and management, and urban studies, as well as public management, administration, and policy. The practical conclusions discussed in the book will also appeal to practitioners, business consultants, and people working in public administration and politics.
Summarizing the extant research on marketing communications, social media and word of mouth, this book clarifies terms often incorrectly and interchangeably used by scholars and marketers and ...provides principles of effective marketing communications on social media for different brand types and in different geographic markets.
Conversations among consumers on social media now have an unprecedented ability to shape attitudes toward people, products, services and brands, and to influence buying decisions. Consequently, the digital era brings to the fore the importance of interpersonal relations and the power of personal recommendations. This book is the first to empirically investigate how the form and appeal type of marketing communications in social networks influence electronic word of mouth, including an examination of brand type and geographic market. The author focuses on motivations and reveals why people exchange opinions about brands, products, and services in the digital environment. The book summarizes the existing research on marketing communications, social media and word of mouth, and provides cutting-edge knowledge based on the analysis of the actual behavior of consumers and rules of effective marketing communications on social media.
This research-based book is written for scholars and researchers within the fields of marketing and communication. It may also be of interest to a wider audience interested in understanding how to use social media to influence electronic word of mouth.
Summarizing the extant research on marketing communications, social media and word of mouth, this book clarifies terms often incorrectly and interchangeably used by scholars and marketers and provides principles of effective marketing communications in social media for different brand types and in different geographic markets.
Valores declarados y valores reales Bonisoli, Lorenzo; Córdoba, Katherine; Arias, Ximena Estefanía Alay ...
Innovar : revista de ciencias administrativas y sociales,
01/2024, Volume:
34, Issue:
91
Journal Article
Peer reviewed
Debido a su rol clave en el fortalecimiento de la sostenibilidad de los sistemas agrícolas, es necesario evaluar el comportamiento del consumidor en relación con los productos hortofrutícolas ...orgánicos. Por ende, el presente artículo tiene como objetivo analizar la influencia de los valores del consumidor en la intención de consumo orgánico aplicando el modelo de la teoría de acción razonada (TRA) a la teoría de los valores del consumidor (TCV). Para el análisis de los resultados se utilizó la técnica de SEM-PLS. Los resultados indican que los clientes mantienen hacia el producto orgánico una postura alternante: si, por un lado, expresan su interés en la calidad del producto y el desinterés en el factor económico, por el otro, muestran un comportamiento menos abierto a los precios altos y menos sensible al aporte en calidad del producto orgánico. Esta discrepancia entre valores declarados y reales es un hallazgo clave en la comprensión del consumidor ecuatoriano frente al producto orgánico y es la base para ulteriores investigaciones dirigidas al análisis del consumo orgánico y a su eventual fortalecimiento.
Due to its key role in strengthening the sustainability of agricultural systems, it is essential to assess consumer behavior regarding the purchase of organic horticultural products. Therefore, this article aims to analyze the influence of consumer values on organic consumption intention by applying the Theory of Reasoned Action (TRA) model to the Theory of Consumer Values (TCV). The SEM-PLS technique was employed for result analysis. Our findings indicate that customers maintain a discontinuous stance towards organic products. On the one hand, they express interest in product quality and disregard economic factors. On the other, they show less openness to high prices and less sensitivity to the contribution of organic product quality. This discrepancy between declared and actual values is a key finding in understanding Ecuadorian consumers’ attitudes towards organic products and forms the basis for further research aimed at analyzing organic consumption and potentially enhancing it.
devido ao seu papel fundamental no fortalecimento da sustentabilidade dos sistemas agrícolas, é necessário avaliar o comportamento do consumidor com relação aos produtos orgânicos de frutas e vegetais. Portanto, este artigo tem como objetivo analisar a influência dos valores do consumidor na intenção de consumo de produtos orgânicos, aplicando o modelo da teoria da escolha racional à teoria dos valores do consumidor. A técnica SEM-PLS foi usada para analisar os resultados. Os resultados indicam que os clientes mantêm uma postura alternada quanto ao produto orgânico: se, por um lado, expressam seu interesse pela qualidade do produto e desinteresse pelo fator econômico, por outro, demonstram um comportamento menos aberto a preços altos e menos sensível à contribuição da qualidade do produto orgânico. Essa discrepância entre os valores declarados e os valores reais é um achado fundamental para a compreensão do consumidor equatoriano sobre o produto orgânico e é a base para outras pesquisas voltadas para a análise do consumo orgânico e seu eventual fortalecimento.
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El comercio Business to Consumer (B2C) va en aumento y en la decisión de usar este canal intervienen diferentes factores. En este contexto, la seguridad es una de las mayores preocupaciones del ...consumidor online siendo el principal antecedente para generar confianza en las compras por Internet. Para estudiarlos, la teoría de aceptación de las tecnologías es base para proponer un modelo conceptual sobre el tema, por lo que el objetivo de la investigación es analizar la influencia de la seguridad y la confianza del cliente mexicano en la aceptación del comercio electrónico. El método aplicado fue el modelado de ecuaciones estructurales y se analizó una muestra de datos de 1.060 cuestionarios recopilados. Los resultados evidencian que la seguridad y la confianza tienen una influencia significativa en la aceptación del B2C. La originalidad de este estudio se centra en la combinación de la seguridad y la confianza como factores externos del modelo TAM, y se desprenden conclusiones relacionadas con la importancia de implementar mecanismos de autenticación, confiden-cialidad y autenticidad de datos, así como del papel importante de los certificadores externos que contribuyen a la confianza del cliente que pueden ayudar a la empresa a gestionar mejor el canal online y, con ello, elevar el uso del comercio electrónico en una economía emergente. Por último, se abordan algunas limitaciones y futuras líneas de investigación.
Business-to-consumer (B2C) trade is on the rise, and various factors come into play in the decision to use this channel. In this context, security is one of the main concerns for online consumers, serving as the primary precursor to building trust in Internet purchases. The Technology Acceptance Model (tam) is the foundation for studying these factors and proposing a conceptual model on the subject. Therefore, the objective of this research is to analyze the influence of security and trust on the acceptance of electronic commerce among Mexican customers. Structural equation modeling was the method adopted for analyzing a data sample of 1,060 questionnaires. Findings reveal that security and trust have a significant influence on B2C acceptance. The uniqueness of this study lies in the combination of security and trust as external factors of the tam model, leading to conclusions related to the importance of implementing authentication, data confidentiality, and authenticity mechanisms. Additionally, our study highlights the significant role of external certifiers in contributing to customer trust, which could help companies better manage online channels and, consequently, increase the use of electronic commerce in emerging economies. This work also addresses some limitations in studying the issue and suggests future lines of research on the subject.
o business to consumer (B2C) está aumentando e diferentes fatores estão envolvidos na decisão de usar esse canal. Nesse contexto, a segurança é uma das principais preocupações do consumidor on-line e é o principal antecedente para criar confiança nas compras on-line. Para estudá-los, a teoria da aceitação de tecnologias é a base para a proposição de um modelo conceitual sobre o assunto, de modo que o objetivo da pesquisa é analisar a influência da segurança e da confiança do cliente mexicano na aceitação do comércio eletrônico. O método aplicado foi a modelagem de equações estruturais e foi analisada uma amostra de dados de 1.060 questionários coletados. Os resultados mostram que a segurança e a confiança têm uma influência significativa na aceitação do comércio eletrônico B2C. A originalidade deste estudo se concentra na combinação de segurança e confiança como fatores externos do modelo TAM, e são tiradas conclusões sobre a importância da implementação de mecanismos de autenticação, confidencialidade e autenticidade de dados, bem como sobre o importante papel dos certificadores externos que contribuem para a confiança do cliente, o que pode ajudar a empresa a gerenciar melhor o canal on-line e, assim, aumentar o uso do comércio eletrônico em uma economia emergente. Por fim, são abordadas algumas limitações e futuras linhas de pesquisa.
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El comportamiento del consumidor pasa por cinco etapas: reconocimiento del problema, búsqueda de información, evaluación de alternativas, decisión de compra y comportamiento poscompra. El objetivo es ...determinar los criterios de decisión que se presentan en cada una de las etapas del proceso de compra del consumidor y la relación que existe entre sí de forma sistematizada entre los consumidores que compran alimentos de restaurantes y cafeterías. Se realizó un estudio cuantitativo, no experimental, de nivel descriptivo y transversal en 385 consumidores. Como resultado, se identificaron 41 aspectos que el consumidor evalúa ante una decisión de compra, distribuidos en cada una de las etapas del proceso. Se concluye que existe una relación entre los factores que conforman cada una de las dimensiones.
Consumer behavior goes through five stages: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The objective of this paper is to determine the decision criteria that are present in each stage of the consumer purchasing process and the systematic relationship between them among consumers who purchase food from restaurants and cafes. A quantitative, non-experimental, descriptive, and cross-sectional study was conducted with 385 consumers. As a result, 41 aspects that consumers evaluate in a purchasing decision were identified and distributed across each stage of the process. A direct relationship between the factors that make up each dimension is identified.
o comportamento do consumidor passa por cinco estágios: reconhecimento do problema, busca de informações, avaliação de alternativas, decisão de compra e comportamento pós-compra. O objetivo é determinar os critérios de decisão que ocorrem em cada uma das etapas do processo de compra do consumidor e a relação que existe entre eles de forma sistematizada entre os consumidores que compram alimentos em restaurantes e lanchonetes. Foi realizado um estudo quantitativo, não experimental, descritivo e transversal com 385 consumidores. Como resultado, foram identificados 41 aspectos que os consumidores avaliam antes de uma decisão de compra, distribuídos em cada um dos estágios do processo. Conclui-se que há uma relação entre os fatores que compõem cada uma das dimensões.
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As the use of analytics becomes increasingly important in today's business landscape, The Marketing Analytics Practitioner's Guide (MAPG) provides a thorough understanding of marketing management ...concepts and their practical applications, making it a valuable resource for professionals and students alike.The four-volume compendium of MAPG provides an in-depth look at marketing management concepts and their practical applications, equipping readers with the knowledge and skills needed to effectively inform daily marketing decisions and strategy development and implementation. It seamlessly blends the art and science of marketing, reflecting the discipline's evolution in the era of data analytics. Whether you're a seasoned marketer or new to the field, the MAPG is an essential guide for mastering the use of analytics in modern marketing practices.Volume IV is divided into two parts - Retail and Statistics for Marketing Analytics. Retail delves into the various aspects of retail tracking, sales and distribution, retail analytics, and category management.The chapter on retail tracking covers in detail the processes that make up a retail measurement service, including the metrics supported by the service, the key benefits of the service, and how the data is interpreted.The sales and distribution chapter covers five key managerial objectives - building distribution, targeting the right channels and chains, optimizing assortment, securing retailer support, and managing stocks in trade.The retail analytics chapter covers a range of diagnostic analytic tools used to extract insights from disaggregate outlet-level data.Category management offers a framework for retailers to manage their business and for suppliers to understand the dynamics of trade marketing.Statistics for Marketing Analytics covers basic statistics, sampling, and marketing mix modelling. It aims to equip readers with the statistical knowledge and tools necessary to analyse and interpret marketing data. The chapters in this part provide a comprehensive understanding of statistical methods and their applications in marketing analytics, including sampling techniques, probability distributions, hypothesis testing, and regression analysis.
As the use of analytics becomes increasingly important in today's business landscape, The Marketing Analytics Practitioner's Guide (MAPG) provides a thorough understanding of marketing management ...concepts and their practical applications, making it a valuable resource for professionals and students alike.The four-volume compendium of MAPG provides an in-depth look at marketing management concepts and their practical applications, equipping readers with the knowledge and skills needed to effectively inform daily marketing decisions and strategy development and implementation. It seamlessly blends the art and science of marketing, reflecting the discipline's evolution in the era of data analytics. Whether you're a seasoned marketer or new to the field, the MAPG is an essential guide for mastering the use of analytics in modern marketing practices.Volume II, Parts III to V, is dedicated to Product, Advertising, Packaging, Biometrics, Price and Promotion. Part III focuses on the product development process, covering the analytic methods and procedures used to screen ideas, concepts, and products during development, launch, and post-launch.Part IV delves into advertising, packaging, and biometrics. The fundamentals, concepts, and core themes of advertising are covered in a chapter that explains how advertising works and what makes it effective and impactful. The chapter on Advertising Analytics focuses on audience engagement, both behavioural and attitudinal, and the analytic techniques and research processes used to test and track advertising.The chapter on packaging is devoted to the analytics and research techniques employed throughout the stages of packaging development and the chapter on biometrics covers biometric techniques and the relevant technologies, devices, metrics, and applications of these techniques that are useful to practitioners.Finally, Part V deals with price and promotion, covering a variety of pricing research methods and techniques for promotions evaluation. This will help the reader to gain an understanding of the importance and application of pricing and promotions in marketing strategy.
As the use of analytics becomes increasingly important in today's business landscape, The Marketing Analytics Practitioner's Guide (MAPG) provides a thorough understanding of marketing management ...concepts and their practical applications, making it a valuable resource for professionals and students alike.The four-volume compendium of MAPG provides an in-depth look at marketing management concepts and their practical applications, equipping readers with the knowledge and skills needed to effectively inform daily marketing decisions and strategy development and implementation. It seamlessly blends the art and science of marketing, reflecting the discipline's evolution in the era of data analytics. Whether you're a seasoned marketer or new to the field, the MAPG is an essential guide for mastering the use of analytics in modern marketing practices.Volume I is focused on Brand and Consumer. Part I of this volume is dedicated to understanding the concepts and methods of brand sensing and brand equity. It delves into the analytic techniques used to track and profile brand image, and explains the key components of brand equity, how to measure it, and what factors drive it. It provides readers with a comprehensive framework for measuring and understanding brand equity and the tools to pursue its growth.Part II of this volume focuses on understanding consumers through qualitative and quantitative research methods, segmentation, customer satisfaction, customer value management, consumer panels, consumer analytics and big data. The volume covers the analytic tools used to extract insights from consumer transactions, which are becoming increasingly important in today's data-driven world. It also covers the use of consumer analytics and big data specifically within consumer markets.
