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Trends and Innovations in Marketing Information Systems

Book Description

Information technology has helped to facilitate the development of various marketing techniques, thus enabling a more efficient distribution of the data that are essential to business success. These advances have equipped managers with superior tools to interpret available consumer and product data and use this information as part of their strategic planning. Trends and Innovations in Marketing Information Systems features the latest prevailing technological functions and procedures necessary to promote new developments in promotional tools and methods. Bringing together extensive discussions on the role of digital tools in customer relationship management, social media, and market performance, this book is an essential reference source for business professionals, managers, and researchers interested in the use of current technology to improve marketing practice.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
    1. Mission
    2. Coverage
  5. Preface
  6. Section 1: Strategic use of IT/IS and Technologies for Marketing
    1. Chapter 1: Web 2.0 Technologies and Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. THE CHANGING PARADIGM OF RELATIONSHIP MARKETING ON THE WEB
      5. METHODOLOGY
      6. RESULTS
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
      9. REFERENCES
      10. KEY TERMS AND DEFINITIONS
    2. Chapter 2: Information Technology Communication
      1. ABSTRACT
      2. INTRODUCTION
      3. THEORETICAL FRAMEWORK
      4. CHALLENGES TO PROFESSIONALS
      5. METHODOLOGY
      6. RESULTS
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
      9. REFERENCES
      10. KEY TERMS AND DEFINITIONS
      11. ENDNOTES
    3. Chapter 3: Artificial Intelligence
      1. ABSTRACT
      2. INTRODUCTION
      3. ARTIFICIAL INTELLIGENCE: MARKETING’S GAME CHANGER
      4. THE MARKETING GAME: NEW TOOLS, ROLES, AND RULES
      5. CONSIDERATIONS AND RECOMMENDATIONS
      6. FUTURE RESEARCH DIRECTIONS
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
    4. Chapter 4: Business Management and New Technologies to Improve the Services
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 1. THE GOALS OF CRM AND NEW TECHNOLOGIES
      4. 2. E-GOVERNMENT: SELECT AND DIFFERENTIATING USERS
      5. 3. PROMOTING THE E-SERVICES
      6. 4. EVALUATING E-GOVERNMENT
      7. 5. BARRIERS AND DIFFICULT TO IMPLEMENT CRM IN E-SERVICE
      8. 6. CASE-STUDY: THE ITALIAN REVENUE AGENCY
      9. 7. CONCLUSION
      10. REFERENCES
      11. KEY TERMS AND DEFINITIONS
      12. ENDNOTES
    5. Chapter 5: The Treacherous Path of Corporate Social Responsibility (CSR) and the Role of Information Systems in its Implementation
      1. ABSTRACT
      2. INTRODUCTION
      3. MAKING SENSE OF THE CSR JARGON
      4. WHY GO FOR CSR, REALLY?
      5. TOWARDS A SUSTAINABLE BUSINESS PRACTICE
      6. INFORMATION SYSTEMS (IS) AS AN ENABLER FOR CSR
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
      9. REFERENCES
      10. ADDITIONAL READING SECTION
      11. KEY TERMS AND DEFINITIONS
    6. Chapter 6: Managing Digital Bonds in the Buyer-Supplier Relationships
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. METHODOLOGY
      5. DIFFERENT TYPES OF DIGITAL BOND
      6. DISCUSSION
      7. CONCLUSION
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
  7. Section 2: Customer Relationship Management (CRM)
    1. Chapter 7: The Role of Customer Relationship Management in the Global Business Environments
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. ROLE OF CUSTOMER RELATIONSHIP MANAGEMENT IN GLOBAL BUSINESS
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
    2. Chapter 8: Data-Driven Customer Centricity
      1. ABSTRACT
      2. INTRODUCTION
      3. PREDICTIVE ANALYTICS METHODS
      4. REFERENCES
      5. KEYWORDS AND DEFINITIONS
  8. Section 3: Social Media and Social Networking
    1. Chapter 9: Social Media as Marketing Information Systems
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN FOCUS
      5. SOLUTIONS AND RECOMMENDATIONS
      6. FUTURE RESEARCH AND CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
    2. Chapter 10: The Rise of Relationship Marketing with Social Media
      1. ABSTRACT
      2. INTRODUCTION
      3. CONCLUSION
      4. REFERENCES
      5. KEY TERMS AND DEFINITIONS
      6. ENDNOTES
    3. Chapter 11: Social Media Performance Measurement
      1. ABSTRACT
      2. INTRODUCTION
      3. THEORETICAL BACKGROUND: SOCIAL MEDIA AND SOCIAL NETWORKS
      4. SOCIAL MEDIA AND WORD-OF-MOUTH
      5. SOCIAL MEDIA AND CUSTOMER ENGAGEMENT
      6. SOCIAL MEDIA PERFORMANCE MEASUREMENT
      7. SOCIAL ROLES AND SOCIAL INTERACTIONS
      8. SOCIAL MEDIA PERFORMANCE METRICS
      9. SOCIAL MEDIA PERFORMANCE MEASUREMENT AS AN INTEGRAL PART OF A MARKETING INFORMATION SYSTEM
      10. MANAGERIAL IMPLICATIONS
      11. CONCLUSION
      12. REFERENCES
      13. ADDITIONAL READING
      14. KEY TERMS AND DEFINITIONS
    4. Chapter 12: The Role of Online Social Networking in the Recruitment Context
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. RESEARCH METHODOLOGY
      5. ANALYSIS METHODS AND RESULTS
      6. SOLUTIONS AND RECOMMENDATIONS
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
      9. REFERENCES
      10. ADDITIONAL READING
      11. KEY TERMS AND DEFINITIONS
  9. Section 4: Improving Market Performance through Marketing
    1. Chapter 13: Online Pricing and Auctions
      1. ABSTRACT
      2. INTRODUCTION
      3. PRICING AND TRADITIONAL PRICING STRATEGIES
      4. PRICES FROM THE VIEW OF CONSUMERS
      5. EFFECT OF THE INTERNET ON PRICING
      6. PRICING MECHANISMS IN THE INTERNET: TOWARDS CONSUMERS AS PRICE SETTERS
      7. DYNAMIC PRICING
      8. PRICE COMPARISON ENGINES (SHOPBOTS)
      9. NEGOTIATIONS
      10. ONLINE AUCTIONS
      11. CONCLUSION
      12. REFERENCES
      13. ADDITIONAL READING
      14. KEY TERMS AND DEFINITIONS
    2. Chapter 14: Risk Management, Trust and Repeat Online Shopping Intentions
      1. ABSTRACT
      2. INTRODUCTION
      3. TRENDS IN ONLINE SALES
      4. FACILITATING CONDITIONS TO ONLINE RETAILING: A FOCUS ON INFRASTURAL AND LEGAL ISSUES IN AFRICA
      5. ONLINE SHOPPING RISK AND TRUST
      6. EMPIRICAL INVESTIGATIONS
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
      9. REFERENCES
      10. ADDITIONAL READING
      11. KEY TERMS AND DEFINITIONS
    3. Chapter 15: Confronting the Challenges of Asymmetry of Information and Competition
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. eBAY RATING AND FEE MECHANISMS
      5. CONCLUSION
      6. REFERENCES
      7. KEY TERMS AND DEFINITIONS
      8. ENDNOTES
    4. Chapter 16: Successful New Product Planning
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. NEW PRODUCT DEVELOPMENT BEST PRACTICE
      5. SOLUTIONS AND RECOMMENDATIONS
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
    5. Chapter 17: Upgrading Marketing Research
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN FOCUS OF THE CHAPTER
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
    6. Chapter 18: Examining the Brand Communication Tools that Impact Brand Preferences of Women Consumer buying intentions-Empirical Investigation of Middle East
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. METHODOLOGY
      5. MAIN FOCUS OF THE CHAPTER
      6. RECOMMENDATIONS
      7. FURTHER RESEARCH DIRECTIONS
      8. CONCLUSION
      9. ACKNOWLEDGMENT
      10. REFERENCES
      11. KEY TERMS AND DEFINITIONS
  10. Compilation of References
  11. About the Contributors