By Androniki Kavoura, Damianos P. Sakas, Petros Tomaras
This booklet offers the newest at the theoretical technique of the modern matters advanced in strategic advertising and the combination of thought and perform. It seeks to make developments within the self-discipline via selling strategic learn and cutting edge actions in advertising. The publication highlights using information analytics, intelligence and knowledge-based structures during this zone. within the period of knowledge-based economic system, advertising has much to realize from accumulating and interpreting info linked to shoppers, enterprise methods, marketplace economics or maybe facts with regards to social actions. The contributed chapters are thinking about utilizing smooth qualitative and quantitative strategies in line with info expertise used to regulate and study company info, to find hidden wisdom and to introduce intelligence into advertising and marketing techniques. this permits for a spotlight on cutting edge purposes in all features of promoting, of automatic applied sciences concerning information analytics, predictive analytics and modeling, enterprise intelligence and data engineering, so one can show new methods of uncovering hidden wisdom and assisting advertising and marketing judgements with evidence-based clever tools.
Among the themes lined contain cutting edge tourism advertising suggestions, advertising communications in small and medium-sized firms (SMEs), using company modeling, in addition to reflecting at the advertising developments and outlook for all transportation segments. The papers during this court cases has been written through scientists, researchers, practitioners and scholars that exhibit a distinct orientation in strategic advertising, all of whom aspire to be prior to the curve in line with the pillars of innovation. This complaints quantity compiles their contributions to the sphere, highlighting the alternate of insights on strategic concerns within the technological know-how of innovation marketing.
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Extra resources for Strategic Innovative Marketing: 4th IC-SIM, Mykonos, Greece 2015
Besides, sport events may be a “chance to showcase a community” (Gibson 2003), “increase city revenue and community spirit, while increasing traveler’s awareness of the local community” (Gibson et al. 2003), “a useful tool for building social capital, fostering community development” (Skinner et al. 2008) and they “can provide people and groups with a sense of togetherness, belonging and support during interaction” (Schulenkorf 2012). However, while the studies over the mega or hallmark events are numerous and great emphasis is placed on them, the academic research regarding small-scale sport events tourism potential is little and scattered (Higham 1999; Gibson et al.
Commercional and non-commercional entities are forced to search for new opportunities when communicating to their target group and rights of the opportunities may be perceived as the use of the ambient media. In the chapter, the author concludes from the responses of the respondents and demonstrates the value of the ambient media use as well as shows the opportunity for enhancing competitiveness of companies/brands or products by means of the ambient media. Á Keywords Ambient media Out-of-home advertising communications Global research Á Á Innovative marketing and Introduction of the Issue and the Problem Solved Ambient marketing (the media—author’s note) represents an alternative advertisement medium, usually indoor or outdoor in nature, which differs from traditional campaigns with their originality, usage of other than standard formats or sizes, as well as with their occurence in unusual, unconventional places.
Fashion has become probably the fastest growing clothing sector in the world. Since 1995, specialty stores dedicated exclusively to youth have been occurring. In this industry it revolves annually $70 billion. (Vološčuková 2003) To reach successful marketing campaign it is necessary to cooperate on the side of young people and marketing managers. The snowboard ramps, clubs and music festivals are becoming suitable advertising spaces and surfaces. Marketing strategy must be based on those groups of young people and take account of its characteristics and its lifestyle.