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Link de la búsquedaRediscovering the Essentiality of Marketing / Petruzzellis, Luca ; SpringerLink (Online service) ; Winer, Russell S (2016)
Título : Rediscovering the Essentiality of Marketing : Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress Tipo de documento: documento electrónico Autores: Petruzzellis, Luca ; SpringerLink (Online service) ; Winer, Russell S Editorial: Cham : Springer International Publishing Fecha de publicación: 2016 Otro editor: Imprint: Springer Colección: Developments in Marketing Science: Proceedings of the Academy of Marketing Science Número de páginas: XXXIII, 987 p. 23 illus., 11 illus. in color Il.: online resource ISBN/ISSN/DL: 978-3-319-29877-1 Idioma : Inglés (eng) Palabras clave: Business Internet marketing Customer relations Management Leadership and Relationship Strategy/Leadership Online Marketing/Social Media Clasificación: 658.8 Organización de mercados. Marketing. Ventas. Distribución Resumen: This book contains the full proceedings of the 2015 Academy of Marketing Science World Marketing Congress held in Bari, Italy. The current worldwide business environment is leading marketing scholars and practitioners to reconsider a number of historical and current views of the marketplace and how it functions. Further, determining new marketing theories and practical methods whose effectiveness can be truly measured must be added to the list of current challenges for today and tomorrow. In such a period in marketing history, achieving and managing efficient and effective marketing actions is a necessity. Determining such actions is based on practical experience, solid theory and appropriate research methodology. The enclosed papers focus on new research ideas on vibrant topics that can help academics and practitioners gain new perspectives and insights into today's turbulent marketplace. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy's flagship journals, Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science Nota de contenido: Advertising Communication -- Business-to-Business Marketing -- Consumer Behavior -- Cross-Cultural Research -- Digital and Social Media Marketing -- Distribution and Supply Chain Management -- Entrepreneurship and Small Business -- Health and Social Marketing -- Innovation and Creativity -- Integrated Marketing Communication -- International Marketing -- Luxury, Fashion and Wine Marketing -- Marketing Strategy -- Pricing and Price-Related Issues -- Product and Branding Strategies -- Relationship Marketing -- Retailing -- Selling and Sales Management -- Sensory Marketing -- Services Marketing -- Tourism and Hospitality En línea: http://dx.doi.org/10.1007/978-3-319-29877-1 Link: https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=41600 Rediscovering the Essentiality of Marketing : Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress [documento electrónico] / Petruzzellis, Luca ; SpringerLink (Online service) ; Winer, Russell S . - Cham : Springer International Publishing : Imprint: Springer, 2016 . - XXXIII, 987 p. 23 illus., 11 illus. in color : online resource. - (Developments in Marketing Science: Proceedings of the Academy of Marketing Science) .
ISBN : 978-3-319-29877-1
Idioma : Inglés (eng)
Palabras clave: Business Internet marketing Customer relations Management Leadership and Relationship Strategy/Leadership Online Marketing/Social Media Clasificación: 658.8 Organización de mercados. Marketing. Ventas. Distribución Resumen: This book contains the full proceedings of the 2015 Academy of Marketing Science World Marketing Congress held in Bari, Italy. The current worldwide business environment is leading marketing scholars and practitioners to reconsider a number of historical and current views of the marketplace and how it functions. Further, determining new marketing theories and practical methods whose effectiveness can be truly measured must be added to the list of current challenges for today and tomorrow. In such a period in marketing history, achieving and managing efficient and effective marketing actions is a necessity. Determining such actions is based on practical experience, solid theory and appropriate research methodology. The enclosed papers focus on new research ideas on vibrant topics that can help academics and practitioners gain new perspectives and insights into today's turbulent marketplace. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy's flagship journals, Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science Nota de contenido: Advertising Communication -- Business-to-Business Marketing -- Consumer Behavior -- Cross-Cultural Research -- Digital and Social Media Marketing -- Distribution and Supply Chain Management -- Entrepreneurship and Small Business -- Health and Social Marketing -- Innovation and Creativity -- Integrated Marketing Communication -- International Marketing -- Luxury, Fashion and Wine Marketing -- Marketing Strategy -- Pricing and Price-Related Issues -- Product and Branding Strategies -- Relationship Marketing -- Retailing -- Selling and Sales Management -- Sensory Marketing -- Services Marketing -- Tourism and Hospitality En línea: http://dx.doi.org/10.1007/978-3-319-29877-1 Link: https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=41600 Ejemplares
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Título : Exporting : The Definitive Guide to Selling Abroad Profitably Tipo de documento: documento electrónico Autores: Delaney, Laurel J ; SpringerLink (Online service) Editorial: Berkeley, CA : Apress Fecha de publicación: 2016 Otro editor: Imprint: Apress Número de páginas: XXI, 585 p. 10 illus., 7 illus. in color Il.: online resource ISBN/ISSN/DL: 978-1-4842-2193-8 Idioma : Inglés (eng) Palabras clave: Business Management science Internet marketing Small business New enterprises E-business Electronic commerce E-commerce Trade Commerce and Management, general e-Business/e-Commerce Start-Ups/Venture Capital Online Marketing/Social Media Clasificación: 339.564 Exportación Resumen: "Laurel Delaney writes in a tremendous spirit of service to entrepreneurial and small business leaders navigating the opportunities of globalization. Whether leading a fresh startup, a small business, or an entrepreneurial growth company seeking greatness, the question of whether-and how-to go global must be addressed. Delaney shows yet again her passionate dedication to serving her readers with deeply practical guidance."-Jim Collins, author of Good to Great and co-author of Beyond Entrepreneurship Gain the knowledge you need to market, sell, and fulfill orders internationally, taking full advantage of the Internet and the opportunities it creates. This book is the bible for entrepreneurs and small business owners taking their US businesses to the next level of growth through exports. Exporting empowers readers with the can-do confidence to tackle the challenges and opportunities of exporting, leading to greater revenues, stability, and profitability for your business. With 70 percent of global buying power lying outside US borders, exporting is not just an option for ambitious entrepreneurs-it's an absolute must for building and sustaining a successful future. Typically, exporting first appears on the radar of small businesses as unsolicited inquiries from foreign customers on the web via your email, website, blog, or Facebook page. People outside your country want your product, and they want it now. The problem is that most small business owners do not know how to service these inquiries. What's the best way to ship goods? Do I need a license? Should I sell through wholesalers in specific countries or directly to consumers? How will I get paid? Reflecting the rapid rate of change in national and global trade regulations and economic conditions, this second edition contains extensive updates and enhancements of the first edition's data and citations; actual and prospective multilateral trade agreements, especially the TPP and TTIP; CFR, EAR, and BIS rules; interviews with trade and sector specialists; economic trends and shocks affecting export opportunities and risks in various regions and sectors; and the annotated selection of recommended exporting resource sites. Exporting: The Definitive Guide to Selling Abroad Profitably: Lays out simple steps and tips to conduct market research, find customers, open new markets, create an export business plan, get paid, and ship goods and services efficiently and profitably Shows you how to use the Internet and social media to mediate the exporting process and expand your international presence Details how the US government helps exporters and how to avoid foreign regulatory pitfalls Nota de contenido: Part I Building Your Foundations for Exporting -- Chapter 1 Are You Ready to Export? -- Chapter 2 Writing an Export Business Plan -- Chapter 3 Prepping For Exports -- Chapter 4 The Human Side of an Export Enterprise -- Part II Creating and Using Online Marketing Platforms -- Chapter 5 Online Fundamentals -- Chapter 6 Creating a Social Media and Networking Presence -- Chapter 7 Using e-Commerce and Social Media Sites as Stepping Stones to Export Success -- Chapter 8 The E-Commerce Connectivity Craze -- Chapter 9 The Mobile World at Work -- Chapter 10 Marketing Your Business Worldwide -- Part III Mapping Out Your Export Journey -- Chapter 11 Choosing a Product to Export -- Chapter 12 Exploring Your Territory -- Chapter 13 Preparing and Adapting Your Product for the Export Marketplace -- Chapter 14 Preparing Your Service for Export -- Chapter 15 Web Design with the World in Mind -- Part IV Developing Sales and Distribution Capabilities -- Chapter 16 Finding Cross-Border Customers -- Chapter 17 Methods of Exporting -- Part V Managing the Transaction -- Chapter 18 Transport, Logistics, and Fulfillment Options -- Chapter 19 Pricing and Preparing Quotations -- Chapter 20 Getting Paid -- Chapter 21 Booking, Marking, Labeling, and Insuring -- Chapter 22 Documentation, Export Licensing, and Other Procedures -- Part VI Keep Building Your Business -- Chapter 23 In Pursuit of Exceptional Export Service -- Chapter 24 Cross-Cultural Learning -- Part VII The Export Journey -- Chapter 25 Global Ethics -- Chapter 26 International Business Travel and Security Tips -- Chapter 27 Women Business Owners -- Chapter 28 New Challenging Frontiers in Emerging Markets -- Chapter 29 The Top Ten Export Business Markets -- Part VIII Export Mastery -- Chapter 30 Export Success -- Chapter 31 Essential Keys to Export Success En línea: http://dx.doi.org/10.1007/978-1-4842-2193-8 Link: https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=41460 Exporting : The Definitive Guide to Selling Abroad Profitably [documento electrónico] / Delaney, Laurel J ; SpringerLink (Online service) . - Berkeley, CA : Apress : Imprint: Apress, 2016 . - XXI, 585 p. 10 illus., 7 illus. in color : online resource.
ISBN : 978-1-4842-2193-8
Idioma : Inglés (eng)
Palabras clave: Business Management science Internet marketing Small business New enterprises E-business Electronic commerce E-commerce Trade Commerce and Management, general e-Business/e-Commerce Start-Ups/Venture Capital Online Marketing/Social Media Clasificación: 339.564 Exportación Resumen: "Laurel Delaney writes in a tremendous spirit of service to entrepreneurial and small business leaders navigating the opportunities of globalization. Whether leading a fresh startup, a small business, or an entrepreneurial growth company seeking greatness, the question of whether-and how-to go global must be addressed. Delaney shows yet again her passionate dedication to serving her readers with deeply practical guidance."-Jim Collins, author of Good to Great and co-author of Beyond Entrepreneurship Gain the knowledge you need to market, sell, and fulfill orders internationally, taking full advantage of the Internet and the opportunities it creates. This book is the bible for entrepreneurs and small business owners taking their US businesses to the next level of growth through exports. Exporting empowers readers with the can-do confidence to tackle the challenges and opportunities of exporting, leading to greater revenues, stability, and profitability for your business. With 70 percent of global buying power lying outside US borders, exporting is not just an option for ambitious entrepreneurs-it's an absolute must for building and sustaining a successful future. Typically, exporting first appears on the radar of small businesses as unsolicited inquiries from foreign customers on the web via your email, website, blog, or Facebook page. People outside your country want your product, and they want it now. The problem is that most small business owners do not know how to service these inquiries. What's the best way to ship goods? Do I need a license? Should I sell through wholesalers in specific countries or directly to consumers? How will I get paid? Reflecting the rapid rate of change in national and global trade regulations and economic conditions, this second edition contains extensive updates and enhancements of the first edition's data and citations; actual and prospective multilateral trade agreements, especially the TPP and TTIP; CFR, EAR, and BIS rules; interviews with trade and sector specialists; economic trends and shocks affecting export opportunities and risks in various regions and sectors; and the annotated selection of recommended exporting resource sites. Exporting: The Definitive Guide to Selling Abroad Profitably: Lays out simple steps and tips to conduct market research, find customers, open new markets, create an export business plan, get paid, and ship goods and services efficiently and profitably Shows you how to use the Internet and social media to mediate the exporting process and expand your international presence Details how the US government helps exporters and how to avoid foreign regulatory pitfalls Nota de contenido: Part I Building Your Foundations for Exporting -- Chapter 1 Are You Ready to Export? -- Chapter 2 Writing an Export Business Plan -- Chapter 3 Prepping For Exports -- Chapter 4 The Human Side of an Export Enterprise -- Part II Creating and Using Online Marketing Platforms -- Chapter 5 Online Fundamentals -- Chapter 6 Creating a Social Media and Networking Presence -- Chapter 7 Using e-Commerce and Social Media Sites as Stepping Stones to Export Success -- Chapter 8 The E-Commerce Connectivity Craze -- Chapter 9 The Mobile World at Work -- Chapter 10 Marketing Your Business Worldwide -- Part III Mapping Out Your Export Journey -- Chapter 11 Choosing a Product to Export -- Chapter 12 Exploring Your Territory -- Chapter 13 Preparing and Adapting Your Product for the Export Marketplace -- Chapter 14 Preparing Your Service for Export -- Chapter 15 Web Design with the World in Mind -- Part IV Developing Sales and Distribution Capabilities -- Chapter 16 Finding Cross-Border Customers -- Chapter 17 Methods of Exporting -- Part V Managing the Transaction -- Chapter 18 Transport, Logistics, and Fulfillment Options -- Chapter 19 Pricing and Preparing Quotations -- Chapter 20 Getting Paid -- Chapter 21 Booking, Marking, Labeling, and Insuring -- Chapter 22 Documentation, Export Licensing, and Other Procedures -- Part VI Keep Building Your Business -- Chapter 23 In Pursuit of Exceptional Export Service -- Chapter 24 Cross-Cultural Learning -- Part VII The Export Journey -- Chapter 25 Global Ethics -- Chapter 26 International Business Travel and Security Tips -- Chapter 27 Women Business Owners -- Chapter 28 New Challenging Frontiers in Emerging Markets -- Chapter 29 The Top Ten Export Business Markets -- Part VIII Export Mastery -- Chapter 30 Export Success -- Chapter 31 Essential Keys to Export Success En línea: http://dx.doi.org/10.1007/978-1-4842-2193-8 Link: https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=41460 Ejemplares
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Título : Successful Social Media and Ecommerce Strategies in the Wine Industry Tipo de documento: documento electrónico Autores: Szolnoki, Gergely ; SpringerLink (Online service) ; Thach, Liz ; Kolb, Dani Editorial: New York : Palgrave Macmillan US Fecha de publicación: 2016 Otro editor: Imprint: Palgrave Macmillan Número de páginas: XIV, 168 p Il.: online resource ISBN/ISSN/DL: 978-1-137-60298-5 Idioma : Inglés (eng) Palabras clave: Business Social media Marketing Internet marketing Public relations E-business Electronic commerce E-commerce and Management e-Business/e-Commerce Corporate Communication/Public Relations Media Online Marketing/Social Clasificación: 658 Empresas. Organización de empresas Resumen: Social media and ecommerce has an enormous impact in today's wine industry, particularly among the Internet-savvy millennial generation. This book analyzes new communication platforms used in digital wine marketing, allowing students and researchers to understand how both producers and consumers deal with these modern communication and selling platforms. Providing in-depth examples from around the world, the contributing authors explore how wineries use Facebook and other social media platforms to interact with consumers, crowdsourcing techniques to build a new wine business, cross-cultural analysis, and other tactics that give insight into the world of digital wine marketing En línea: http://dx.doi.org/10.1057/9781137602985 Link: https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=41439 Successful Social Media and Ecommerce Strategies in the Wine Industry [documento electrónico] / Szolnoki, Gergely ; SpringerLink (Online service) ; Thach, Liz ; Kolb, Dani . - New York : Palgrave Macmillan US : Imprint: Palgrave Macmillan, 2016 . - XIV, 168 p : online resource.
ISBN : 978-1-137-60298-5
Idioma : Inglés (eng)
Palabras clave: Business Social media Marketing Internet marketing Public relations E-business Electronic commerce E-commerce and Management e-Business/e-Commerce Corporate Communication/Public Relations Media Online Marketing/Social Clasificación: 658 Empresas. Organización de empresas Resumen: Social media and ecommerce has an enormous impact in today's wine industry, particularly among the Internet-savvy millennial generation. This book analyzes new communication platforms used in digital wine marketing, allowing students and researchers to understand how both producers and consumers deal with these modern communication and selling platforms. Providing in-depth examples from around the world, the contributing authors explore how wineries use Facebook and other social media platforms to interact with consumers, crowdsourcing techniques to build a new wine business, cross-cultural analysis, and other tactics that give insight into the world of digital wine marketing En línea: http://dx.doi.org/10.1057/9781137602985 Link: https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=41439 Ejemplares
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Título : Information and Communication Technologies in Tourism 2016 : Proceedings of the International Conference in Bilbao, Spain, February 2-5, 2016 Tipo de documento: documento electrónico Autores: Inversini, Alessandro ; SpringerLink (Online service) ; Schegg, Roland Editorial: Cham : Springer International Publishing Fecha de publicación: 2016 Otro editor: Imprint: Springer Número de páginas: XV, 792 p. 103 illus., 35 illus. in color Il.: online resource ISBN/ISSN/DL: 978-3-319-28231-2 Idioma : Inglés (eng) Palabras clave: Business Internet marketing Information technology Data processing Service industries Tourism Management Computers E-commerce and IT in Systems Communication Online Marketing/Social Media e-Commerce/e-business Services Clasificación: 330.341.1 Desarrollo del poder productivo. Progreso técnico. Innovación Resumen: The papers presented in this volume advance the state-of-the-art research on digital marketing and social media, mobile computing and responsive web design, semantic technologies and recommender systems, augmented and virtual reality, electronic distribution and online travel reviews, MOOC and eLearning, eGovernment and sharing economy. This book covers the most significant areas contributed by prominent scholars from around the world and is suitable for both academics and practitioners who are interested in the latest developments in eTourism Nota de contenido: Part I: Website Communication -- Part II: Social Media & User Generated Contents -- Part III: Online Travel Reviews -- Part IV: Mobile Systems & Pervasive Communication -- Part V: Semantic Technology & Recommender Systems -- Part VI: Augmented Realty and Virtual Realty -- Part VII: eLearning & MOOCs -- Part VIII: Digital Economy En línea: http://dx.doi.org/10.1007/978-3-319-28231-2 Link: https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=41585 Information and Communication Technologies in Tourism 2016 : Proceedings of the International Conference in Bilbao, Spain, February 2-5, 2016 [documento electrónico] / Inversini, Alessandro ; SpringerLink (Online service) ; Schegg, Roland . - Cham : Springer International Publishing : Imprint: Springer, 2016 . - XV, 792 p. 103 illus., 35 illus. in color : online resource.
ISBN : 978-3-319-28231-2
Idioma : Inglés (eng)
Palabras clave: Business Internet marketing Information technology Data processing Service industries Tourism Management Computers E-commerce and IT in Systems Communication Online Marketing/Social Media e-Commerce/e-business Services Clasificación: 330.341.1 Desarrollo del poder productivo. Progreso técnico. Innovación Resumen: The papers presented in this volume advance the state-of-the-art research on digital marketing and social media, mobile computing and responsive web design, semantic technologies and recommender systems, augmented and virtual reality, electronic distribution and online travel reviews, MOOC and eLearning, eGovernment and sharing economy. This book covers the most significant areas contributed by prominent scholars from around the world and is suitable for both academics and practitioners who are interested in the latest developments in eTourism Nota de contenido: Part I: Website Communication -- Part II: Social Media & User Generated Contents -- Part III: Online Travel Reviews -- Part IV: Mobile Systems & Pervasive Communication -- Part V: Semantic Technology & Recommender Systems -- Part VI: Augmented Realty and Virtual Realty -- Part VII: eLearning & MOOCs -- Part VIII: Digital Economy En línea: http://dx.doi.org/10.1007/978-3-319-28231-2 Link: https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=41585 Ejemplares
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Título : Brand Hate : Navigating Consumer Negativity in the Digital World Tipo de documento: documento electrónico Autores: Kucuk, S. Umit ; SpringerLink (Online service) Editorial: Cham : Springer International Publishing Fecha de publicación: 2016 Otro editor: Imprint: Palgrave Macmillan Número de páginas: IX, 141 p. 10 illus., 6 illus. in color Il.: online resource ISBN/ISSN/DL: 978-3-319-41519-2 Idioma : Inglés (eng) Palabras clave: Business Internet marketing Industrial management Public relations Customer Management Emotions and Relationship Corporate Communication/Public Relations Online Marketing/Social Media Emotion Clasificación: 659 Publicidad y propaganda. Información. Relaciones públicas Resumen: This book focuses on the concept of "brand hate" and consumer negativity in today's digital markets. It explores the emotional detachment consumers generate against valued brands and how negative experiences affect their and other consumers' loyalty. In today's world, it is almost impossible not to run into hateful language about companies and their brands in digital consumption spaces. Consumer hostility and hate is not hidden and silent but is now openly shared on many online anti-brand websites, consumer social networking sites, and complaint and review boards as a result of the Internet's democratic architecture. The book defines consumer brand hate and discusses its dimensions, antecedents, and consequences as well as the semiotics and legality of such brand hate activities based on current brand dilution arguments. It describes the situations which lead to anti-branding and how consumers choose to express their dissatisfaction with a company on individual and social levels. Finally, it provides strategic perspectives on how to handle such situations to achieve better functioning markets for scholars and practitioners in marketing, psychology, and consumer behavior. S. Umit Kucuk has taught marketing, consumer behavior, and statistics courses at the University of Washington, Seattle University, Central Washington University, and Eastern Washington University, USA. He is widely published in the Anti-Trust Bulletin, Journal of Brand Management, Journal of Business Ethics, Journal of Business Research, Journal of Consumer Affairs, Journal of International Consumer Marketing, Journal of Retailing and Consumer Services, Journal of Research for Consumers, Marketing Theory, and Technovation, among others. He is the winner of the 2010 "Citation of Excellence" award from Emerald Management Reviews and his articles are among the most popular and most downloaded in these journals Nota de contenido: 1. What is Hate? -- 2. What is Brand Hate? -- 3. Antecedents of Brand Hate -- 4. Consequences of Brand Hate -- 5. Semiotics of Brand Hate -- 6. Legality of Brand Hate -- 7. Managing Brand Hate En línea: http://dx.doi.org/10.1007/978-3-319-41519-2 Link: https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=41035 Brand Hate : Navigating Consumer Negativity in the Digital World [documento electrónico] / Kucuk, S. Umit ; SpringerLink (Online service) . - Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2016 . - IX, 141 p. 10 illus., 6 illus. in color : online resource.
ISBN : 978-3-319-41519-2
Idioma : Inglés (eng)
Palabras clave: Business Internet marketing Industrial management Public relations Customer Management Emotions and Relationship Corporate Communication/Public Relations Online Marketing/Social Media Emotion Clasificación: 659 Publicidad y propaganda. Información. Relaciones públicas Resumen: This book focuses on the concept of "brand hate" and consumer negativity in today's digital markets. It explores the emotional detachment consumers generate against valued brands and how negative experiences affect their and other consumers' loyalty. In today's world, it is almost impossible not to run into hateful language about companies and their brands in digital consumption spaces. Consumer hostility and hate is not hidden and silent but is now openly shared on many online anti-brand websites, consumer social networking sites, and complaint and review boards as a result of the Internet's democratic architecture. The book defines consumer brand hate and discusses its dimensions, antecedents, and consequences as well as the semiotics and legality of such brand hate activities based on current brand dilution arguments. It describes the situations which lead to anti-branding and how consumers choose to express their dissatisfaction with a company on individual and social levels. Finally, it provides strategic perspectives on how to handle such situations to achieve better functioning markets for scholars and practitioners in marketing, psychology, and consumer behavior. S. Umit Kucuk has taught marketing, consumer behavior, and statistics courses at the University of Washington, Seattle University, Central Washington University, and Eastern Washington University, USA. He is widely published in the Anti-Trust Bulletin, Journal of Brand Management, Journal of Business Ethics, Journal of Business Research, Journal of Consumer Affairs, Journal of International Consumer Marketing, Journal of Retailing and Consumer Services, Journal of Research for Consumers, Marketing Theory, and Technovation, among others. He is the winner of the 2010 "Citation of Excellence" award from Emerald Management Reviews and his articles are among the most popular and most downloaded in these journals Nota de contenido: 1. What is Hate? -- 2. What is Brand Hate? -- 3. Antecedents of Brand Hate -- 4. Consequences of Brand Hate -- 5. Semiotics of Brand Hate -- 6. Legality of Brand Hate -- 7. Managing Brand Hate En línea: http://dx.doi.org/10.1007/978-3-319-41519-2 Link: https://biblioteca.cunef.edu/gestion/catalogo/index.php?lvl=notice_display&id=41035 Ejemplares
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