Strategic Innovative Marketing

This book presents the latest on the theoretical approach of the contemporary issues evolved in strategic marketing and the integration of theory and practice. It seeks to make advancements in the discipline by promoting strategic research and innovative activities in marketing. The book highlights the use of data analytics, intelligence and knowledge-based systems in this area. In the era of knowledge-based economy, marketing has a lot to gain from collecting and analyzing data associated with customers, business processes, market economics or even data related to social activities. 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.

Among the topics covered include innovative tourism marketing strategies, marketing communications in small and medium-sized enterprises (SMEs), the use of business modeling, as well as reflecting on the marketing trends and outlook for all transportation industry segments. The papers in this proceedings has 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 compiles their contributions to the field, highlighting the exchange of insights on strategic issues in the science of innovation marketing.

Presents cutting edge and rigorously developed papers on strategic issues in the science of innovation marketing Focuses on the theoretical approach of the contemporary issues evolved in strategic marketing and the integration of theory and practice Contributions are written by scientists, researchers, and practitioners, with a special orientation in strategic marketing Includes supplementary material: sn.pub/extras

Autorentext
Dr. Androniki Kavoura is an Associate Professor and Head, Department of Marketing, Technological Educational Institute of Athens, Greece. She completed her MSc in Media Management, University of Stirling, Scotland, UK and her PhD on Communication and Culture, University of Stirling, Scotland, UK. She has participated on research projects and her research interests include qualitative communication research methodologies, branding, advertising, tourism and culture. Her published work is associated with the role of communication in the marketing and advertising of services, cities, regions with the use of social media and other electronic means. She is member of the Editorial Board of many journals in communication, advertising, business and marketing.

Dr. 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.

Dr. Petros Tomaras is a full Professor of Marketing in the Marketing Department at Technological Educational Institution (TEI) of Athens Greece and a member of the Council TEI of Athens. He has academic and professional background and previous experience in Business and Organizations of the public sector. He is the author of four Marketing books and coauthor in two more. His main research interests are in the fields of the Marketing and Marketing Research. His articles have appeared in Procedia Social and Behavioral Sciences - Elsevier, in Journal of Business Ethics, in many International Conferences in Marketing and in many Greek Scientific Journals.

Inhalt
Preface: Proceedings of the 4th International Conference on Strategic Innovative Marketing (IC-SIM 2015).- Part I: 2nd Symposium on Transportation Marketing: Trends and Future Directions.- Ambient Media in the View of the General Public and Their Relation to This Communication Form.- Generation Y Marketing The Path to Achievement of Successful Marketing Results Among the Young Generation.- Blueprinting an Event & Tourist Service Marketing Strategy: The Case of the SMF Greek Tourism Small Scale Sport Event.- The Role of Gender in the Construction of Self Through Fashion Brands.- Bologna Tools to Promote Skills and Competences in Higher Education: The Greek Context.- Core Skills as Marketing and Management Tools: Evidence from the Tourism Sector.- Part II: 5th Symposium on Management Challenges (IANOS): Crisis Kills or Links? .- Knowledge Management and Employee General Competencies in Accounting Firms.- Personal Characteristics and Job Satisfaction of Greek Banking Employees.- Social Networking Sites' Usage in a Period of Crisis: A Segmentation Analysis of Greek College Students.- Personal Characteristics and Organizational Culture of Greek Banking Employees.- Sustainability, Social Marketing & Host Attitudes About Tourism in the City of Larissa.- Led to Change or Change to Lead? .- Part III: 3rd Destination and Cultural Marketing Symposium: Trends and Future Outlook.- An Innovative Promotional Tactic to Enhance TV Viewership Using Social Media.- Branding in the New Museum Era.-E-marketing in the Hotel Industry: Marketing Mix Strategies.- IMC Strategies of Festivals in Destination Branding.- Tourism Innovation: Theoretical and Empirical Review.- The Communication Role of the 'Imagined Communities' in the Promotion of International Events.- E-Services Development in the Collaborative World.- Business Transformation Through Service Science: A Path for Business Continuity.- The Concept of Corporate Reputation Assessment Model the Stock Market Investors Perspective.- How Nonprofit Organizations in Greece Are Using Facebook as a Public Relations Tool.- Specifics of Marketing in the Process of Reintegration of Slovak Researchers.- Eye Tracking Measuring of Visual Perception of Erotic Appeals in the Content of Printed Advertising Communicates and Analysis of Their Impact on Consumers.- Perceived Behavioural Control in the Theory of Planned Behaviour: Variability of Conceptualization and Operationalization and Implications for Measurement.- The Cultural Organizations' Revival Lies in the Use of Business Management Strategy: The Case Study of Greek Local Cultural Organizations.- Priming Effects On Cross Cultural Business Ethical Perceptions.- Part IV: 2nd Marketing Communication in SMEs.- Understanding Journalists on Twitter: The Czech Case.- The Relation of Knowledge Management and Marketing Communication of Small and Medium-Sized Producers in the Segment of Outdoor Clothing in the Czech Republic.- Reverse Logistics in Marketing Campaigns.- Part V: 2nd Marketing in Entrepreneurship.- Competitive Strategies and Managers' Perceptions in Greek Food Manufacturing Firms.- The Perception of Warning Signs at Different Cultures.- Humor - The Strongest Emotional Appeal in Advertising.- The Links Among Quality, Service Recovery, Value, Loyalty on the Internet.- Part VI: Business Modelling.- Water Footprint Mitigation Strategies for Agri…