Description
In today's fast-paced global marketplace, businesses grapple with the relentless demand for innovation in marketing strategies. The landscape is ever-evolving, driven by digital advancements and shifting consumer behaviors, leaving companies scrambling to stay relevant. Academic scholars, educators, and managers face a formidable challenge: deciphering the complex web of trends and technologies shaping modern marketing while equipping themselves with actionable strategies to thrive in this dynamic environment.
By delving into topics ranging from digital marketing and sustainability initiatives to data analytics and emerging technologies, Marketing Innovation Strategies and Consumer Behavior equips readers with the tools they need to survive and thrive in the modern marketplace. Its emphasis on real-world case studies ensures practical relevance, while its theoretical underpinnings offer a solid foundation for academic inquiry. This book is an indispensable resource for scholars seeking to deepen their understanding of marketing innovation, providing actionable insights and strategic frameworks to navigate the complexities of the digital age with confidence and agility.
Author's/Editor's Biography
Belem Barbosa (Ed.)
Belem Barbosa
received her PhD in Business and Management Studies – Specialisation in Marketing and Strategy from the University of Porto, Portugal. She is Assistant Professor at the School of Economics and Management of the University of Porto. She is full researcher at cef.up Center for Economics and Finance at the University of Porto. Her research interests lie primarily in the areas of digital marketing and consumer behavior.