Park Thaichon - Böcker

Relationship marketing builds and maintains long-term relationships with customers through value creation and delivery. This book examines the key principles of relationship marketing and online relationship marketing. It looks at three main areas of relationship marketing as understanding relationship marketing and the continuum, the drivers and scope of relationship marketing, and how organisations should restructure for successful relationship marketing in the digital context.The book also addresses the opportunities and challenges associated with the implementation of relationship marketing in various types of organisation and suggests different effective relationship-building strategies and techniques for successful customer relationship management.

Relationship marketing builds and maintains long-term relationships with customers through value creation and delivery. This book examines the key principles of relationship marketing and online relationship marketing. It looks at three main areas of relationship marketing as understanding relationship marketing and the continuum, the drivers and scope of relationship marketing, and how organisations should restructure for successful relationship marketing in the digital context.The book also addresses the opportunities and challenges associated with the implementation of relationship marketing in various types of organisation and suggests different effective relationship-building strategies and techniques for successful customer relationship management.

Artificial intelligence (AI) has driven businesses to adopt new business practices rapidly, enhance product development and services, has helped to power AI-based market intelligence and customer insights, and improve customer relationship management. This timely book addresses the use of AI in marketing. This book also explores the dark side of AI in marketing management and discusses ethics and transparency of automated decision-making in AI applications, data privacy, cyber security issues, and biases in various facets of marketing. Emerging applications of AI such as DeepFakes which use deep learning technology could increase risks of manipulation and deception. Hence, apart from leveraging AI capabilities and advantages, the book cautions the need for prevention strategies to deal with potential issues that could arise from the adoption of AI in marketing management.This book will provide practical insights into the role of AI in marketing management. It will be a useful reference for those researching marketing and marketing professionals.

Artificial intelligence (AI) has driven businesses to adopt new business practices rapidly, enhance product development and services, has helped to power AI-based market intelligence and customer insights, and improve customer relationship management. This timely book addresses the use of AI in marketing. This book also explores the dark side of AI in marketing management and discusses ethics and transparency of automated decision-making in AI applications, data privacy, cyber security issues, and biases in various facets of marketing. Emerging applications of AI such as DeepFakes which use deep learning technology could increase risks of manipulation and deception. Hence, apart from leveraging AI capabilities and advantages, the book cautions the need for prevention strategies to deal with potential issues that could arise from the adoption of AI in marketing management.This book will provide practical insights into the role of AI in marketing management. It will be a useful reference for those researching marketing and marketing professionals.

Luxury Marketing, Sustainability and Technology explores how new technologies, sustainability, and relationship marketing impact and change the future of luxury brand management. Whilst the luxury industry is experiencing exponential growth, further research is vital to improve knowledge and understand how luxury management operates in the new age of marketing.Through a range of empirical and theoretical contributions, this book offers clear insights into relationship marketing and luxury management. It examines the growth of luxury, marketing strategies for luxury brands, advertising and communication of luxury brands, AI and disruptive technology in luxury marketing, and sustainability and pro-environmental luxury. All the chapters close with practical summaries and recommendations for businesses practice.This book is a useful reference for scholars and postgraduate researchers across luxury management and marketing, including those interested in international marketing, social media marketing, and fashion management, as well as innovation management and sustainability.

Luxury Marketing, Sustainability and Technology explores how new technologies, sustainability, and relationship marketing impact and change the future of luxury brand management. Whilst the luxury industry is experiencing exponential growth, further research is vital to improve knowledge and understand how luxury management operates in the new age of marketing.Through a range of empirical and theoretical contributions, this book offers clear insights into relationship marketing and luxury management. It examines the growth of luxury, marketing strategies for luxury brands, advertising and communication of luxury brands, AI and disruptive technology in luxury marketing, and sustainability and pro-environmental luxury. All the chapters close with practical summaries and recommendations for businesses practice.This book is a useful reference for scholars and postgraduate researchers across luxury management and marketing, including those interested in international marketing, social media marketing, and fashion management, as well as innovation management and sustainability.

This book offers an accessible and comprehensive introduction to relationship marketing in franchising and retailing, especially in areas such as business and marketing management as well as strategic marketing.The topics this book covers include (but is not limited to): (1) relationships in the context of e-commerce within the franchising sector; (2) franchisees with multiple stakeholder roles: perceptions and conflict in franchise networks; (3) why franchisors recruit franchisees from the ranks of their employees; (4) franchisee advisory councils and justice; and (5) determinants of overall franchisee satisfaction.This book is ideal for students, practitioners and professionals interested in Relationship Marketing, Customer Services, and Marketing Communications. The chapters in this book were originally published as a special issue of Journal of Strategic Marketing.

This book offers an accessible and comprehensive introduction to relationship marketing in franchising and retailing, especially in areas such as business and marketing management as well as strategic marketing.The topics this book covers include (but is not limited to): (1) relationships in the context of e-commerce within the franchising sector; (2) franchisees with multiple stakeholder roles: perceptions and conflict in franchise networks; (3) why franchisors recruit franchisees from the ranks of their employees; (4) franchisee advisory councils and justice; and (5) determinants of overall franchisee satisfaction.This book is ideal for students, practitioners and professionals interested in Relationship Marketing, Customer Services, and Marketing Communications. The chapters in this book were originally published as a special issue of Journal of Strategic Marketing.

The integration of pioneering information and communication technologies has transformed the hospitality sector. This groundbreaking book delves into the transformative power of cutting-edge technologies in the world of high-end travel and accommodation. As the digital revolution continues to reshape our lives, this book offers an exclusive look at how the hospitality industry is adapting and evolving to cater to the sophisticated tastes of the modern, tech-savvy traveller.In this eye-opening exploration, readers will be taken on a journey through the latest innovations in artificial intelligence, blockchain, and the metaverse as they intersect with the world of luxury hospitality. From AI-driven concierge services and smart hotel rooms that cater to guests' every whim to the democratization of luxury experiences through blockchain-based loyalty programmes and the rise of virtual reality travel, this book reveals the extraordinary possibilities that lie ahead for the discerning traveller.With insights from international experts, this edited collection provides a comprehensive and engaging overview of the current and future trends shaping the industry and will be valuable to scholars and postgraduate researchers across the hospitality sector, innovation, and luxury management.

The integration of pioneering information and communication technologies has transformed the hospitality sector. This groundbreaking book delves into the transformative power of cutting-edge technologies in the world of high-end travel and accommodation. As the digital revolution continues to reshape our lives, this book offers an exclusive look at how the hospitality industry is adapting and evolving to cater to the sophisticated tastes of the modern, tech-savvy traveller.In this eye-opening exploration, readers will be taken on a journey through the latest innovations in artificial intelligence, blockchain, and the metaverse as they intersect with the world of luxury hospitality. From AI-driven concierge services and smart hotel rooms that cater to guests' every whim to the democratization of luxury experiences through blockchain-based loyalty programmes and the rise of virtual reality travel, this book reveals the extraordinary possibilities that lie ahead for the discerning traveller.With insights from international experts, this edited collection provides a comprehensive and engaging overview of the current and future trends shaping the industry and will be valuable to scholars and postgraduate researchers across the hospitality sector, innovation, and luxury management.

Digital marketing has gained ascendancy as the modern communication method used by most organizations through its ability to transcend geographic restrictions. Developing Digital Marketing: Relationship Perspectives provides a holistic perspective about the role of digital marketing in the global economy. Each chapter offers a different perspective about the importance of digital marketing in the knowledge economy, helping readers to understand the shift from traditional marketing to more novel and innovative forms that are derived from digital marketing functions.Themes explored throughout the book include:•Service Encounters via Social Media and Customer Relationships•Digital and Organizational Storytelling•Artificial Intelligence and Customer Experience•Sustainability Project PartnershipsAs the nature of these digital practices is evolving Developing Digital Marketing: Relationship Perspectives views the concept of digital marketing as now in constant flux, with the edited chapters paving the way to a better appreciation of how digital marketing is changing particularly through issues such as environmental sustainability in the current business environment.

Digital Disruption in Hospitality, AI and Emerging Technologies: A Roadmap to Personalized Experiences, Enhanced Operations and Revenue Growth offers a visionary exploration of the transformative power of artificial intelligence and cutting-edge innovations in the hospitality and tourism industry. From AI-powered travel apps and mixed reality immersion to blockchain-enhanced customer trust, this comprehensive guide unveils how technology is revolutionizing every aspect of the guest journey. Readers will discover how digital transformation is reshaping the foundations of hospitality, with in-depth analyses of AI applications in human resource management, digital advertising, and financial inclusion.Drawing on case studies and practical applications, this book provides a clear roadmap for leveraging technology to create personalized experiences, streamline operations, and drive revenue growth. It delves into crucial topics such as data-driven customization, contactless food ordering systems, and the impact of Gen AI on workforce dynamics in growing tourism sectors. Whether the readers are a seasoned hospitality executive, a tech entrepreneur looking to disrupt the travel sector, or a professional seeking to understand the future of the industry, this book equips the readers with the knowledge and strategies to thrive in the digital age.The publisher has withdrawn Chapter 3 of this book: It has come to our attention that this chapter was a duplicate of Chapter 11 The publisher of the sincerely apologizes to the readers for the error.

Digital Disruption in Hospitality, Sustainable Hospitality: A Global Perspective on People, Planet, and Profit offers a revolutionary insight into the future of tourism and hospitality. This groundbreaking work explores the delicate balance between cutting-edge technology and ethical responsibility in one of the world's largest industries.From the bustling streets of India to the serene eco-resorts of Karnataka, this book takes readers on a global journey through the transformative power of digital innovation in hospitality. Discover how social media is reshaping tourist decisions, how blockchain is personalizing guest experiences, and why the metaverse could be the next frontier for luxury travel. But this isn't just about profit – it's about purpose.Delve into crucial discussions on sustainable culinary tourism in Bangladesh, the impact of fintech on customer loyalty, and the potential of telemedicine in addressing social health challenges. Whether the readers are a hospitality professional, policymaker, or conscious traveler, this book provides the insights and strategies needed to navigate the complex landscape of modern tourism. Join us in reimagining an industry where innovation drives success, sustainability ensures longevity, and every stakeholder - from guests to local communities - thrives. The future of hospitality is here, and it's sustainable.

In an age of rapid technological evolution, Digital Video Advertising Strategies: Grow Your Brand with Online Videos provides a comprehensive guide to navigating the complex world of digital marketing. From 3D video and augmented reality (AR), to virtual reality (VR), mixed reality (MR), artificial intelligence (AI), blockchain, and high-definition video, this edited volume systematically outlines key digital media strategies, providing definitions and guidance on their integration into traditional marketing campaigns, and how they can significantly elevate consumer engagement and persuasion.Key topics include the role of immersive technologies, gamification, and AI in digital video advertising. The book serves as a useful resource for professionals specializing in ad design, equipping them with strategies for leveraging 3D, VR, and AR video formats. Moreover, researchers focused on gamification will find valuable insights into how game elements can enhance viewer interaction with digital video content.Ultimately, this text aims to empower marketers and researchers alike with the knowledge needed to optimize digital video advertisements, fostering improved consumer experiences and engagement in an increasingly digital marketplace.

This book addresses how Covid-19 has damaged businesses and how businesses can adapt to the new normal. In doing so, the book contributes to theories associated with the marketing management, by assessing opportunities and challenges associated with the implementation of technology and marketing management during and post Covid-19.Although there is increasing research in consumer or business management acceptance of new technologies and digital marketing, the impact of these on marketing management during the Covid-19 are not adequately investigated, leading to overstated hypothetical predictions of its future potential. Chapters in the book therefore focus on new economic models such as sharing economy and business structures such as omnichannel, where advancements have enabled firms to build a one-on-one relationship with customers by collecting, storing, aggregating and analysing customer information across various touchpoints. Contributions in the book also focus on new technologies such as blockchain, automation solution, information technology management, and customer relationship management (CRM) in highlighting connections between these new technologies and marketing management.The book will be useful for anyone aiming to gain a better understanding of the current and future technologies that may play a role or have a robust impact on marketing management during Covid-19.

This book addresses how Covid-19 has damaged businesses and how businesses can adapt to the new normal. In doing so, the book contributes to theories associated with the marketing management, by assessing opportunities and challenges associated with the implementation of technology and marketing management during and post Covid-19.Although there is increasing research in consumer or business management acceptance of new technologies and digital marketing, the impact of these on marketing management during the Covid-19 are not adequately investigated, leading to overstated hypothetical predictions of its future potential. Chapters in the book therefore focus on new economic models such as sharing economy and business structures such as omnichannel, where advancements have enabled firms to build a one-on-one relationship with customers by collecting, storing, aggregating and analysing customer information across various touchpoints. Contributions in the book also focus on new technologies such as blockchain, automation solution, information technology management, and customer relationship management (CRM) in highlighting connections between these new technologies and marketing management.The book will be useful for anyone aiming to gain a better understanding of the current and future technologies that may play a role or have a robust impact on marketing management during Covid-19.