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Strategic Innovative Marketing 5th Ic-sim, Athens, Greece 2016.

Author: Androniki Kavoura; Damianos P Sakas; Petros Tomaras
Publisher: Springer Verlag 2017.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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,  Read more...
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Genre/Form: Electronic books
Conference papers and proceedings
Congresses
Additional Physical Format: Print version:
(OCoLC)975368112
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Androniki Kavoura; Damianos P Sakas; Petros Tomaras
ISBN: 9783319562889 3319562886
OCLC Number: 989026784
Description: 1 online resource.
Contents: Preface; Aims and Scope of the Conference; Topics; Paper Peer Review; Thanks; Conference Details; Chair; International Advisory Committee; Scientific Committee; Organizing Committee; Keynote Speaker; Invited Speakers; Contents; Creativity, Innovation and Entrepreneurship Competence in Higher Education; 1 Transversal Competences as a Medium of Teaching. The Case of Creativity, Innovation and Entrepreneurship; Introduction; Guide for Selecting Activities; Application to the Creativity, Innovation and Entrepreneurship Competence; Learning Outcomes Associated to This Competence Activities Associated to the CompetenceConclusions; Acknowledgements; References; 2 Using Data Sources, Tools and Applications During Data Mining in Marketing Management of Higher Education; Introduction; Data Mining; Methodology; Findings; Discussion; References; 3 Integration of the Theory and Practice in Continuity with the Development of Key Competencies-One of the Necessary Areas of Solutions for the Czech University Education; Introduction; Theoretical Framework; Problem Formulation; Problem Solution; Conclusion; References; New Ways of Marketing Analytics 4 Social Media Analytics Empowering Customer Experience InsightIntroduction; Theoretical Bases; Research Method and the Analytical Framework; Results; Conclusions and Discussion; References; 5 Emotion-Gauge: Analyzing Affective Experiences in B2B Customer Journeys; Introduction; Theoretical Background; B2B Marketing and Customer Experience; Analyzing Affective Experiences; Introducing Emotion-Gauge for Sentiment Analysis; Testing Emotion-Gauge by Empirical Study; Results; Discussion; References; 6 Customer Perceived Value-A Key in Marketing of Integrated Solutions; Introduction Value and Integrated SolutionsCase Study; Empirical Findings; Conclusions and Discussion; References; 7 Reliability and Perceived Value of Sentiment Analysis for Twitter Data; Introduction; Theoretical Background; Research Approach; Results; Conclusions and Discussion; References; Development and Marketing Strategies in Innovative Technological Enterprises; 8 Measuring the Impact of Burnout on Job Satisfaction and Organizational Commitment; Introduction; Materials and Methods; Research Results; Questionnaire Reliability; Burnout Scores; Organizational Commitment Scores Examination of the Relationship Between General Burnout Score and General Job Satisfaction ScoreExamination of the Relationship Between General Organizational Commitment Score and General Job Satisfaction Score; Conclusions; References; 9 The Relationship Between Subordinates and Supervisors and the Impact on Job Satisfaction and Efficiency of the Employees; Introduction; Materials and Methods; Research Results; The Relationship Between Subordinates and Their Supervisors; Ranking of the Main Factors Which Influence the Job Satisfaction and Employee Performance in the Obstetrics Sector

Abstract:

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.

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