Strategic Innovative Marketing (eBook)

This proceedings volume highlights cutting-edge approaches for contemporary issues evolved in strategic marketing and the integration of theory and practice. It focuses on strategic research and innovative activities in marketing that can be used in everyday operations. The contributions have been divided into eight sections, grouping emerging marketing technologies together in a close examination of practices, problems and trends. The first section examines management challenges which influence societies, cultures, networks, organizations, teams, and individuals. It emphasizes ways business processes foster innovation and facilitate management transitions from dominant structures to more evolutionary, developmental paradigms. The second section discusses the benefits and guidelines to implementation of green marketing strategies. The following section pursues new perspectives of the role of location in marketing and its impact on consumer well-being. The next section explores the impacts of user generated content (UGC) on marketing theories and practice, which is followed by a section identifying how market-based assets can contribute to a sustainable competitive advantage. The sixth section covers understanding consumer perception to make marketing decisions. The final sections promote the use of business informatics and modeling in marketing and also the development of integrating information management in ways that change how people use information to engage in knowledge focused activities. The papers from the proceedings of the 6th International Conference on Strategic Innovative Marketing (IC-SIM 2017) 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.

?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.
Dimitrios K. Nasiopoulos is a member of the educational personnel of the Department of Informatics and Telecommunications, at the University of Peloponnese. He has academic background and previous experience in SA Companies. His research interests include decision making systems, dynamic simulation modelling, mathematical modeling, business intelligence.