Table of contents
Creativity, Innovation and Entrepreneurship Competence in Higher Education
New Ways of Marketing Analytics
Development and Marketing Strategies in Innovative Technological Enterprises
6th Symposium on Management Challenges (IANOS): Crisis Kills or Links?
2nd Symposium on Business Modelling
2nd Symposium on Healthcare Services: Special Aspects and Challenges in an Evolving Environment
Marketing Communications in Online Communities
The Role of Branding for Companies and Countries
User Generated Content and Marketing
Innovations on Shipping Management and Marketing
About these proceedings
This proceedings volume presents the latest on the theoretical approach of the contemporary issues evolved in strategic marketing and the integration of theory and practice. It highlights strategic research and innovative activities in marketing. The contributed chapters are concerned with using modern qualitative and quantitative techniques based on information technology used to manage and analyze business data, to discover hidden knowledge and to introduce intelligence into marketing processes. This allows for a focus on innovative applications in all aspects of marketing, of computerized technologies related to data analytics, predictive analytics and modeling, business intelligence and knowledge engineering, in order to demonstrate new ways of uncovering hidden knowledge and supporting marketing decisions with evidence-based intelligent tools.
The chapters from the proceedings of the 5th International Conference on Strategic Innovative Marketing 2016 cover areas such as social media marketing innovation, sustainable marketing, customer satisfaction strategies, customer relationship management, marketing research and analytics. The papers 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.
Editors and affiliations
- DOI https://doi.org/10.1007/978-3-319-56288-9
- Copyright Information Springer International Publishing AG 2017
- Publisher Name Springer, Cham
- eBook Packages Business and Management
- Print ISBN 978-3-319-56287-2
- Online ISBN 978-3-319-56288-9
- Series Print ISSN 2198-7246
- Series Online ISSN 2198-7254
- Buy this book on publisher's site