© 2019

Strategic Innovative Marketing and Tourism

7th ICSIMAT, Athenian Riviera, Greece, 2018

  • Androniki Kavoura
  • Efstathios Kefallonitis
  • Apostolos Giovanis


  • Presents the proceedings of the International Conference on Strategic Innovative Marketing and Tourism (ICSIMAT) 2018

  • Discusses new perspectives in the field of marketing, innovative technologies, and tourism

  • Debates issues highly relevant to the future direction of marketing research and practice

Conference proceedings

Part of the Springer Proceedings in Business and Economics book series (SPBE)

Table of contents

  1. Front Matter
    Pages i-xxxix
  2. Vasiliki Vrana, Dimitrios Kydros, Evangelos Kehris, Anastasios-Ioannis Theocharidis, George Karavasilis
    Pages 1-10
  3. Kali Tzortzi, Katerina Koukouvaou
    Pages 57-65
  4. Konstantinos Varsanis, Dimitrios Belias, Nikolaos Kakkos, Michalis Chondrogiannis, Ioannis Rossidis, Chris Mantas
    Pages 67-76
  5. Ioannis Rossidis, Dimitrios Belias, Stefanos Papailias, Dimitrios Tsiotas, Spyridon Niavis, Labros Vasiliadis
    Pages 77-84
  6. Konstantinos Varsanis, Dimitrios Belias, Stefanos Papailias, Michalis Chondrogiannis, Ioannis Rossidis, Christos Mantas et al.
    Pages 85-92
  7. Ioannis Rossidis, Dimitrios Belias, Konstantinos Varsanis, Stefanos Papailias, Dimitrios Tsiotas, Labros Vasiliadis et al.
    Pages 93-100
  8. Stella Markantonatou, George Pavlidis
    Pages 101-108
  9. Anna Vacalopoulou, Stella Markantonatou, Katerina Toraki, Panagiotis Minos
    Pages 129-137
  10. Aspasia Goula, Dionisia Katelouzou, George Pierrakos, Dimitra Latsou, Sofia Dimakou, Aggeliki Stamouli et al.
    Pages 155-163

About these proceedings


This book covers a very broad range of topics in marketing, communication, and tourism, focusing especially on new perspectives and technologies that promise to influence the future direction of marketing research and practice in a digital and innovational era. Among the areas covered are product and brand management, strategic marketing, B2B marketing and sales management, international marketing, business communication and advertising, digital and social marketing, tourism and hospitality marketing and management, destination branding and cultural management, and event marketing. The book comprises the proceedings of the International Conference on Strategic Innovative Marketing and Tourism (ICSIMAT) 2018, where researchers, academics, and government and industry practitioners from around the world came together to discuss best practices, the latest research, new paradigms, and advances in theory. It will be of interest to a wide audience, including members of the academic community, MSc and PhD students, and marketing and tourism professionals.


ICSIMAT 2018 strategic innovative marketing business communication and advertising international marketing digital and social marketing product and brand management B2B marketing tourism and hospitality marketing destination branding cultural management alternative forms of tourism alternative forms of marketing

Editors and affiliations

  • Androniki Kavoura
    • 1
  • Efstathios Kefallonitis
    • 2
  • Apostolos Giovanis
    • 3
  1. 1.Department of Business AdministrationUniversity of West AtticaAigaleoGreece
  2. 2.Department of Business AdministrationState University of New York at OswegoOswegoUSA
  3. 3.Department of Business AdministrationUniversity of West AtticaAigaleoGreece

About the editors

Androniki Kavoura is a Professor in the Department of Business Administration, University of West Attica, Greece. She completed her MSc in Media Management and her PhD on Communication and Culture at the University of Stirling, Scotland, UK. She has participated in various research projects and her research interests include social media, branding, advertising, and culture. She co-chairs the International Conference on Strategic Innovative Marketing and Tourism and she is Editor in Chief of the International Journal of Strategic Innovative Marketing.

Efstathios Kefallonitis is an Associate Professor at the State University of New York at Oswego. He received his doctorate in marketing management from Cranfield University in the UK. He completed a postdoctoral fellowship in brand experience management at the University of the Arts in London and holds a Master's degree from Goldsmiths, University of London. Appointed in August 2011, he teaches courses in Marketing Principles, Marketing Management, and Advertising and Promotion. He serves as the Managing Director of in New York City, specializing in aviation industry branding.

Apostolos Giovanis is an Associate Professor in Technology Marketing at the Department of Business Administration, Athens University of Applied Science (AUAS), Greece. He holds a Diploma in Engineering Management, an MSc in Management, and a PhD in Marketing Management (New Product Diffusion and Adoption), all from Technical University of Crete, Greece. In addition to AUAS, he has taught at the Hellenic Open University, the Technical University of Crete, and the Piraeus University of Applied Science. He is a member of the EuroMed Business Research Institute (EMRBI) (chairman of the Brand Research Committee) and the Greek Marketing Academy. Before joining academia, he held several managerial positions in the field of marketing in the service industry. His research interests are primarily in the areas of technology-mediated services marketing, customer relationship management, customer-brand relationships, and innovation management, and his academic work has been published in various scientific journals.

Bibliographic information