EAN: 9783319338637

STRATEGIC INNOVATIVE MARKETING GEBUNDEN

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.

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