Strategic Innovative Marketing

This proceedings volume highlights cutting-edge approaches for contemporary issues evolved in strategic marketing and the integration of theory and practice. It focuses on strategic research and innovative activities in marketing that can be used in everyday operations. The contributions have been divided into eight sections, grouping emerging marketing technologies together in a close examination of practices, problems and trends. The first section examines management challenges which influence societies, cultures, networks, organizations, teams, and individuals. It emphasizes ways business processes foster innovation and facilitate management transitions from dominant structures to more evolutionary, developmental paradigms. The second section discusses the benefits and guidelines to implementation of green marketing strategies. The following section pursues new perspectives of the role of location in marketing and its impact on consumer well-being. The next section explores the impacts of user generated content (UGC) on marketing theories and practice, which is followed by a section identifying how market-based assets can contribute to a sustainable competitive advantage. The sixth section covers understanding consumer perception to make marketing decisions. The final sections promote the use of business informatics and modeling in marketing and also the development of integrating information management in ways that change how people use information to engage in knowledge focused activities. The papers from the proceedings of the 6th International Conference on Strategic Innovative Marketing (IC-SIM 2017) 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.

Offers a close examination of practices, problems and trends in innovation marketing Highlights contemporary issues for strategic marketing and also the integration of theory and practice Contributions are written by scientists, researchers, and practitioners, with a special orientation in strategic marketing

Auteur

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.

Dimitrios K. Nasiopoulos is a member of the educational personnel of the Department of Informatics and Telecommunications, at the University of Peloponnese. He has academic background and previous experience in SA Companies. His research interests include decision making systems, dynamic simulation modelling, mathematical modeling, business intelligence.

Contenu

Chapter 1. Managing consumers' negative comments in period of crisis. The case of the the Greek super markets.- Chapter 2. Perceived Corporate Social Responsibility and job satisfaction in a port logistics organization.- Chapter 3. Emotional exhaustion and perceived Corporate Social Responsibility: A case study of a port logistics organization.- Chapter 4. Public Sector Marketing in a period of crisis: perceptions and challenges for the public sector managers.- Chapter 5. Consideration of consumer behavior on environmental labeled agrifood products.- Chapter 6. Evaluation of the re-use of packaging in the food supply chain.- Chapter 7. Public policies and benchmarking in tourism as a key to success for destination.- Chapter 8. Customer Relationship Management & Social media in Greek Tourism.- Chapter 9. Tourism & Destination Marketing the case of Greece.- Chapter 10. Marketing Challenges of Sports Tourism Development in Destinations with Focus on Generation Y and Z.- Chapter11. Local Food and Beverages as a Tool of Destination Marketing.- Chapter 12. How to win with the use of creative thinking - the integration of theory and practice in tertiary education.- Chapter 13. Ambient media design as a tool of creation of new communication media.- Chapter 14. Implementation of current marketing communication tools into practice in the Czech and Slovak republic.- Chapter 15. Quo Vadis Advertisement Positives and negatives of current ad.- Chapter 16. European Class III Medical Devices: Strategic Considerations for Marketing in the Middle East.- Chapter 17. The analysis of the perceived usefulness of online communication tools when searching for SMEs.- Chapter 18. An empirical examination of innovation management system and financial performance.- Chapter 19. Assessing reputation of an enterprise as a socially responsible organization.- Chapter 20. Spontaneous Brand Awareness and Consumer Attitudes to Brands in the Czech Republic and Slovakia.- Chapter 21. A methodological approach for effective and sustainable strategic planning in Independent Authorities: the case of the Hellenic Ombudsman.- Chapter 22. Modeling and Simulation of the Strategic Use of the Internet Forum aiming at Business Success of High Technology Companies.- Chapter 23. Modeling the Strategy of Digital Communications.- Chapter 24. Partial Least Square Modeling Measurement & Technology Evaluation of Exporting Companies.- Chapter 25. Hospital Information Systems Planning: Strategic IT Alignment in Healthcare.- Chapter 26. Work-related Stress in Public Healthcare: A Case Study in Greece during economic crisis.- Chapter 27. Modeling and Simulation of the Strategic Use of Marketing in Search Engines for the Business Success of High Technology Companies.- Chapter 28. Modeling and Simulation of the Strategic Use of Social Media Networks in Search Engines for the Business Success of High Technology Companies.- Chapter 29. Modelling and simulation of pedestrian behaviour on museum exhibition spaces.- Chapter 30. Improving Website Usability and Traffic Based on Users Perceptions and Suggestions. A User-Centered Digital Marketing Approach.- Chapter 31. The problems of teaching and learning in a cross-cultural environment.