bluuebunny/crossref_metadata_2025 huggingface dataset:
Consumerism
Authors: Papasolomou Ioanna
Published: February 2015

This chapter reveals that the term ‘consumerism' encompasses a number of meanings which create confusion regarding the term. The discussion that follows, attempts to distinguish the different perspectives regarding the term by presenting its historical development and discussing the three definitions that have marked it. It explores the relationship between consumerism, marketing and corporate social responsibility (CSR). The growth of consumerism has led to the over-use of marketing which provided a flourishing ground for compulsive buying and consumption. There is evidence in the literature to suggest that in an era of increasing social problems and environmental challenges, there is a need for CSR and sustainable marketing. In fact, the second definition of consumerism is inextricably linked with CSR and societal marketing. The chapter is conceptual in nature and provides an in-depth review and discussion of some fundamental dimensions associated to consumerism based on the existent literature. The overarching aim is to provide an insight into the evolution and growth of consumerism based on the existent literature related to the topic. The discussion also focuses on exploring the relationship between marketing and consumerism shedding light onto compulsive buying, consumer attitudes and concerns on the micro consumerism issues, sustainable consumption and sustainable marketing. The chapter proceeds to raise some concerns related to the impact of the global economic crisis on consumerism by using as an example Cyprus based on the author's observations and thoughts. The chapter concludes with a list of suggestions to practitioners and directions for future research.
Designing Effective Mobile Advertising with Specific Reference to Developing Markets
Authors: Tripathi Shalini N. , Siddiqui Masood H.
Published: February 2015

Mobile advertising is a potentially powerful tool for direct and interactive marketing. Unlike e-commerce, the acceptance of m-commerce by customers has seen only modest growth, especially in Third World countries. The reason is lack of consumer responsiveness. This study aims to propose a hierarchical utility package (in the consumers' perception) with reference to mobile advertising, thus aiming to enhance its acceptance amongst the consumers. Customization of messages and location based messaging are the strongest positive drivers of consumer acceptance of mobile advertising, followed by inclusion of incentives and self deleting advertisements. Firms making use of the mobile channel as part of their promotional strategies should take into cognizance the perceived usefulness that the addition of the channel brings, and consumer preferences with reference to their information needs. Thus by incorporating the utility package in the mobile advertising format, the mobile phone as an information channel might result in a symbiotic bonding relationship with its customers. Thus a marketer, by incorporating the utility package in the mobile advertising format, can not only ensure its greater acceptance (among consumers) but also develop a leverageable, competitive advantage.
MarketMaker™
Authors: Liang Chyi-Lyi (Kathleen)
Published: February 2015

Given the fast growing interest in emerging economies, this chapter introduces an innovative network marketing framework in the United States represented by the MarketMaker™ program. For almost 10 years, the MarketMaker™ program successfully designed, planned, and implemented mixed strategies of inter-organizational network marketing, inter-market marketing, and opportunity marketing to encourage and improve communications between buyers, sellers, public sectors, government organizations, and educational institutions. MarketMaker™ has revolutionized the internet system by offering network participants the opportunity to exchange information, create knowledge, and provide services across time and geological boundaries, thus generating values and benefits for all. The perspective and structure of MarketMaker™ is applicable to emerging economies when Internet is available, when individuals and organizations are willing and able to adopt the concept of e-commerce, and when taking into consideration culture and heritage differences.
Customer Relationship Management and Interface Redesign
Authors: Ho Kevin K.W. , See-To Eric W.K.
Published: February 2015

This study is focused on the cross-cultural issues in the post-adoption phases of customer relationship management (CRM) for an international electronic marketplace, which operates in more than 30 countries. In particular, the authors focus on how the electronic marketplace modifies its interface redesign for addressing the different tastes of users from different cultural backgrounds. The authors hope this study can address to how cultural and language differences affect the interface redesign of CRM, which is part of the enterprise system, in the multinational and global context through a qualitative study.
Integrating Social Media and Traditional CRM
Authors: Yoon Kanghyun , Sims Jeanetta D.
Published: February 2015

In recent years, marketers have paid lots of attention to a new field called social CRM, created from the combination of social media and traditional customer relationship management (CRM) practices. In the past, traditional CRM practices have mainly focused on the task of valuing individual customers' profitability through relationship management over time as the proxy of creating the firm's value. Shifting away from this trend, firms have recently attempted to promote customer engagement into the value creation process as the core of CRM strategy. This chapter proposes conceptual guidelines for the success of social CRM practices, while considering the development of personalized customer engagement programs with social media depending on customer status over the life cycle.
B2C Market
Authors: Demo Gisela
Published: February 2015

Given the strategic relevance of Customer Relationship Management (CRM) as a way to improve customer relations in the cyber era and also the lack of instruments customized for the Business-to-Consumer (B2C) market in general, the main objective of this study is to develop and validate a reliable and valid scale to measure customers' perceptions regarding aspects they consider relevant in their relationship with companies in general that might influence their shopping experiences. A study has been conducted with an American sample for the development and validation of the Customer Relationship Management Scale (CRMS) by using Exploratory Factor Analysis (EFA). The result was a one-factor model with high-reliability. This research is a starting point to provide a comprehensive measure of customer relationship management based on customers' perspectives.
From Local Information Systems to Global Customer Relationship Management
Authors: Akkucuk Ulas
Published: February 2015

Advances in computer and information technologies have been utilized by companies all over the world since the 1990s. Corresponding roughly to the same period, global trade has increased dramatically. The opening up of large markets like China and the Eastern Europe contributed to this trend. National companies turned global and had to manage operations in a number of different countries. Companies strived to maintain better customer relationships through CRM programs aimed at managing the flow of information, interacting with the customers, and in the end, formulating individualized offerings for them. Globalization has led to the development of the new notion of Global Customer Relationship Management as opposed to having independent local CRM programs operating in the subsidiaries. This chapter presents the issues facing the implementation of such Global CRM programs and provides the important conceptual frameworks proposed in the literature.
Acceptance of Branded Video Games (Advergames)
Authors: Martí-Parreño José , Ruiz-Mafé Carla , Scribner Lisa L.
Published: February 2015

Advergames are free, branded video games used by advertisers to target audiences with marketing communications in a playful, interactive, and engaging way. Despite their advantages for consumers (i.e., free entertainment content), advergames can also cause concern in consumers (i.e., advertising clutter), making it necessary to explore consumers' attitudes that lead to acceptance of advergames. This chapter analyses the factors that lead consumers to accept advergames as an advertising format analyzing three variables related to consumer-media relationships: 1) consumer attitude toward advertising, 2) consumer attitude toward the presence of brands in video games, and 3) previous experience with video games. The moderating role of culture is also analyzed. To do so, an empirical research study involving American and Spanish students was developed. Findings suggest that attitude towards advertising is the primary factor affecting advergame acceptance for the Spanish sample, while attitude towards product placement in advergames is the primary factor affecting advergame acceptance for the American sample. These results suggest cultural differences related to advergame acceptance.
Comparing Web 2.0 Applications as Marketing Tools
Authors: Akar Erkan , Karayel Mete
Published: February 2015

This study aims to evaluate and compare the Web 2.0 applications as marketing tools. In this context, blogs, micro-blogs, collaborative projects (wikis and social bookmarking), content communities, social networking sites, and virtual worlds have been examined. Eventually, it can be expected that blogs will provide more transparent feedback; micro-blogs will provide instant feedback; wikis will make the cooperative efforts of product development easier; social bookmarking will enable search-engine marketing; content communities will enable easy product training; social networking sites will create brand communities; and virtual worlds will provide new places to interact more effectively. All of these tools can come into prominence in the context of marketing.
Applying Social Marketing to Healthcare
Authors: Cabrita Maria do Rosário , Cabrita Miriam
Published: February 2015

There is now an emerging view of health care as a sector of the economy. The subject is increasingly gaining the interest of policy makers and health care industry researchers as a way of modifying the incidence and impact of unhealthy behavior and disease. Health-related social marketing is the systematic application of commercial marketing principles to achieve behavioral goals relevant to improving health and reducing health inequalities. Whilst commercial marketing seeks to influence behavior for profit, social marketing encourages behaviors that provide well being for individuals or for society as a whole. Several studies set out the importance of using a social marketing approach to encourage positive health behavior. There are therefore a number of challenges and opportunities for social marketing to be used to change health care consumer behavior. Social marketing has been used to persuade a specific audience, mainly through mass media, to adopt an idea, a practice, a product, or all three. To develop social marketing programs, marketers must know about the problem to be addressed, understand the audience to be targeted, and interpret the environment in which the program will be applied. The premise is that all program planning decisions must emanate from a consideration of the consumers' wants, demands, and needs. The aim of this chapter is to examine ways in which social marketing can help to promote health care attitudes. Exploring key concepts, the study focuses on the application of social marketing theory and principles to healthcare. Using a social marketing approach, it was examines the program UpForIt, which aims to influence students aged 16-24 years old to increase their levels of physical activity and adopt healthy eating behaviors. By examining strategies implemented, it identifies that young adults are willing to voluntarily change their lifestyle behaviors, given the appropriate target audience.
A Study of Green Marketing Practices in Indian Companies
Authors: Ghodeswar Bhimrao , Kumar Prashant
Published: February 2015

The article aims to study green marketing practices and to identify what determines green marketing orientation for a company. A questionnaire-based survey method was adopted for the data collection from 220 companies in India. The data were analyzed using exploratory and confirmatory factor analyses. Further, the proposed hypotheses were tested using structural equation modeling. Product design innovations, responsible sourcing, recycling practices, price setting behaviour, ethical standards, responsible advertising, green communication practices, building green product credibility and consumer engagement practices were identified as core green marketing practices that determine green marketing orientation. Results of the study offer the elements of green marketing mix and a broad understanding of green marketing orientation. The study is limited for not making substantial inferences between different industries or specific company types. Results of the study enable green marketers to understand the ways of developing environmental orientation of their marketing activities aimed to produce profitable exchanges through increased levels of adaptation to the market. The study makes significant contribution in developing multi-disciplinary approach for conceptual development in green marketing and is one of its own kinds to study green marketing orientation.
Advertisements on the Internet
Authors: Behboudi Mehdi , Hasanabad Hamideh Mokhtari
Published: February 2015

The purpose of this study is to provide some insights into advertisements on the Iranian websites. Firstly, in publisher side, is the ethic a matter of fact in accepting Internet advertisements to publish? Second, to provide a preliminary insight into the advertising of pleasant and objectionable products, which one is more? Third, what kind of the involvement (rational or emotional) used more to publish Internet advertisements? In pursuing these goals, the content of 649 ads through 205 websites and 751 ads through 138 weblogs was analyzed. Content analysis was used to verify the data. The authors found that (1) all 649 analyzed ads in Iranian websites are belonged to ethical ads and no unethical advertisement found at websites, (2) the majority of published advertisements are belonged to “high involvement product with rational appeal”, (3) the “objectionable product ads” at Iranian weblogs (%68) was more “pleasant product ads” (%32). This study by analyzing 1400 advertisements gives managers some insights and solutions regarding to advertising on the Iranian Internet domains.
Application of CRM 2.0 in Spanish Public Administration
Authors: Pérez-González Daniel , Solana-González Pedro , Soto-Acosta Pedro , Popa Simona , Trigueros-Preciado Sara
Published: February 2015

Public administrations have a fundamental role in developed societies ensuring the citizens' welfare through the provision of important services. Despite its importance, the effects of using IT in administrations has been less studied by the academy in comparison with using it in businesses, so there is an absence of works focused on analyzing which technologies administrations apply and which results they produce. Accordingly, this chapter aims to analyze the practical results that may be encountered in the application of CRM 2.0 in public administrations. For this, firstly, the CRM concept and its application are analyzed, finding that traditional CRM maintains a unidirectional approach of information, with little room for citizen participation. Secondly, to overcome the one-way approach, concept of Web 2.0, based on the collaborative use of the IT, which extends the possibilities of interaction between administrations and citizens is presented. This integration of traditional CRM with Web 2.0 gives rise to the CRM 2.0; its applications are expected to be the opportunity to modernize services and move closer to citizens. However, the literature has not identified the specific effects of applying CRM 2.0 in public administrations. In this sense, the work identifies some practical results of these implementations through exploratory research by applying a Delphi to senior managers of nine Spanish public administrations; this has allowed the authors to identify as principal results an improved productivity, an increased citizen satisfaction, and a better integration of information. Security and organizational issues are the main difficulties.
Advertisement as Part of Entertainment Culture and Its Effects on City Culture
Authors: Dogan Betul Onay
Published: February 2015

One of the implementation areas that advertisements are used in as a part of the entertainment industry is out-of-home channels. Like other industrial branches focused on consumption, the entertainment industry is in pursuit of bigger profits. The scope of the audience that is reached has an impact on the profit. That is why advertising agencies prefer lively urban settings and busy roads for out-of-home advertisement purposes. In this chapter, the relation between entertainment culture and advertisements is examined, and advertisements' impact on the city's spatial communication is explained. In this way, the link between the advertising culture, which is a commercial phenomenon, and the spatial culture of the city, which constructs society, is explored. Certain suggestions about what needs to be done for establishing a healthy relationship between commercial culture and urban culture are developed in the study.
Open Innovation through Customers
Authors: Aquilani Barbara , Abbate Tindara
Published: February 2015

This chapter aims at analyzing how firms can successfully embrace an Open Innovation (OI) process through customers, involving them, individually or in communities, in the co-creation of ideas, knowledge, products, services, processes, putting into action and integrating their creativity with firms' resources. Three main areas of interest are analyzed through a literature review process, to create a framework able to show the challenges organizations have to meet simultaneously externally (i.e. consumerism) and internally (i.e. organizational changes) in this shift of the innovation paradigm: consumerism features and challenges, OI approach and web-based platforms, and organizational issues involved in the OI paradigm shift. This chapter affords consumerism and OI approach, while the next, which is the sequel of this one, discusses OI platforms and organizational changes as well as the resulting framework. Four contributions distinguish this study: (i) the link between consumerism and OI; (ii) the focus on customers as a source of external innovation; (iii) the identification of alternative ways to access OI with customers and their features; (iv) the disclosure of a “hybrid” mode to develop OI through customers.
Interaction between Consumers and Businesses through Social Media
Authors: Medeiros da Silva Huliane , Gomes da Silva Gilson , da Luz e Gorgônio Flavius
Published: February 2015

For a great deal of people, social media is the gateway to the Internet and it would not be feasible use of the network if it was not through them. Social media revolutionized not only the Internet but also the way people communicate and, consequently, the way consumers and businesses interact. Therefore, companies need to know and master the use of social media for competitive advantage. The current forms of interaction between businesses and consumers still leave much to be desired and it is not rare to find companies that make mistakes in the process of communication with their consumers through social media. This chapter aims to evaluate the communication channels based on social media used by businesses and consumers, showing successful and non-successful cases in the communication process and suggesting trends of usage of these channels more efficiently.
How Advertising Beauty Influences Children's Self-Perception and Behavior
Authors: Vermeir Iris , Van de Sompel Dieneke
Published: February 2015

The authors investigate (1) whether the physical attractiveness stereotype applies to children, (2) whether children's self-perception is influenced by the attractiveness of an advertising model, (3) whether children's buying intentions are influenced by the attractiveness of an advertising model, and (4) whether age, gender, and materialism affect (1), (2), and (3). Results of an experimental research (N=185) confirm the presence of the “what is beautiful is good” stereotype in children. Attractive (versus less attractive) models were also perceived to be less likely to follow the rules. Contrary to expectations from research in adult samples, the presence of an attractive (versus less attractive) model has a positive influence on perceived physical appearance for both boys and girls and also a positive influence on general self-worth for girls. The authors also found that attractive (versus less attractive) models increase attitudes and buying intentions for boys, but not for girls. No effects of age and materialism were found.
Implications of Relationship Marketing Indicators to Enable Organizational Growth
Authors: Shams S. M. Riad
Published: February 2015

This chapter accentuates various Relationship Marketing (RM) perspectives of grown organizations, with a focus on Stakeholder Causal Scope (SCS) to realize how RM has been facilitating organizational growth. Nineteen RM indicators and four broad growth strategies are evolved from a multi-case study of five grown sports organizations, where the organizations have been utilizing these RM indicators through market offerings (products and services). The analysed market offerings are proportionate with at least one of the growth strategies, and centred on broadening profound SCS, where all involved stakeholders have the contributory scope, while they work interdependently towards mutually beneficial diverse goals. Therefore, the joint effort of the grown organizations and their commercial partners, and the subsequent RM indicators and SCS-centred market offerings sustain their growth. A SCS-centred RM model to enable organizational growth has been developed from the synthesis. The RM model emerges as viable across industries and markets.
Determinants of Saudi Consumers' Willingness to Participate in Cause-Related Marketing (CRM) Campaigns
Authors: Alharthi Sager , Valenzuela Fredy-Roberto , Fisher Josie
Published: February 2015

The current chapter explores how Saudi consumers perceive CRM campaigns, their awareness toward this kind of campaign, and then the effect of their perception on their willingness to participate in CRM campaigns in Saudi Arabia. In addition, it examines the effect of cause's attributes on the willingness to participate in CRM campaigns. The chapter discusses the results of 25 in-depth interviews with Saudi consumers that were conducted in one of the main shopping centres in Saudi Arabia. The following main themes emerged from the interviews: consumers' perception of CRM campaigns, matching between the charity and the company/brand, the importance of the cause to the consumer, and the proximity of the cause. In addition, results show the high impact of consumers' religious, moral, and cultural background on the decision to participate in a CRM campaign.
Towards Leadership Marketing
Authors: Ozuem Wilson , O'Keeffe Alina
Published: February 2015

In an era when collaboration is key to business prosperity, the ability to develop one truly coherent and agile brand lived by its employees and delivered to external stakeholders has become extremely challenging. Unity between the internal brand and a company's external image, when change is the only constant, has nearly vanished. The marketing function is frequently being underemphasised at the board level. Furthermore, the existing approach to leading business devalues the importance of marketing and its role in leading organisational change. This chapter is about how marketing can partner with organisational leadership for a mutually beneficial exchange of skills and capabilities in order to be able to reinvent organisations rapidly enough to cope with shifts in the external business environment and create a sustainable future for the business. From an interpretivist perspective, this chapter explores the novel concept of “leadership marketing,” which challenges the conventional view of marketing and leadership as two separate fields and offers a holistic approach for business management and brand alignment.
Significant Role of Religion in Influencing Consumer Behavior
Authors: Saeed Munazza
Published: February 2015

In a constantly changing and increasingly globalised world, religion still plays a significant role in influencing consumer behavior. The intent behind this study is to scrutinize the effect of normative factors on Muslim consumers' apparel purchasing decisions. The survey was comprised of a sample of 500 Muslim consumers from the universities and shopping malls in Faisalabad city of Pakistan. Correlation was used to analyze the sample. The findings indicate that consumers in Faisalabad (Pakistan) area consider Islam their source of reference, and they prefer to wear clothing as commanded by Islamic Shriah. This study confirms that normative factors had a highly significant relationship with consumer buying behavior. The chapter's interesting findings serve to remind organizations that they cannot neglect the element of religion in their marketing activities, particularly when operating in the vicinity of Islamic countries.
Effects of Consumers' Social Media Participation on Consumer Behavior
Authors: Kumar Ashish , Bezawada Ram
Published: February 2015

Technological advancements have shaped and reshaped the marketing landscape from time to time. The digital revolution in particular has given rise to a new digital era that has changed this marketing landscape, perhaps permanently. One of the core technologies involved in defining this digital era is the Internet. The Internet has not only empowered the people by creating and disseminating information like never before but also has affected the way we conduct our businesses. Various business usages of the Internet in search engines, email, mobile, and social media have given rise to new ways of conducting marketing activities such as affiliate marketing, display advertisement, email marketing, search marketing, and social media marketing among others. The significance and the relevance of online social media marketing have made this particular digital channel a topical subject of the digital era. The effects of social media have been felt in influencing both seller and buyer behaviors. However, the focus of this chapter is to address two important aspects of consumer behaviors in an online digital social media environment. First, the authors propose a conceptual framework of consumers' social media participation. Second, the chapter discusses how this participation affects consumers' behaviors including their purchases. Finally, the authors present a few econometric challenges associated with modeling consumers' social media participation and quantifying its impact on their behaviors.
E-Marketing as an Antecedent to Online Fraud
Authors: Sofo Michelle , Sofo Francesco
Published: February 2015

We live in a new world of constant technological upgrades and their pervasive intrusions especially in trade and commerce. The new e-commerce world order continues to transform the way business interactions occur in dynamic, complex, and adaptive ways. This has opened up ways for new and sometimes less scrupulous dealings in the online marketplace. Key questions answered in the chapter include: what are the new guidelines and best practices that mitigate the risks for consumers and advertisers? What constitutes online deceptive behavior and internet fraud? What explanatory frameworks and concepts from the academic literature can we use to best inform us about safeguarding the erosion of consumer trust that occurs through fraudulent e-marketing? The chapter explores four Australian case studies (each featuring a nexus between e-marketing and fraudulent online transactions) in order to apply a new theoretical framework based on constructionism to the emerging problem of online scams. The main contribution is the application of the Theory of Reality Construction to e-marketing. This innovative perspective includes social, psychological and intellectual dimensions which may be useful to entrepreneurs, policy makers, students, practitioners, researchers, and educators who seek to gain a deeper appreciation of the darker side that exists in the new era of e-marketing.
The Evolution of Consumerism in the Marketing Education
Authors: Spais George S.
Published: February 2015

The chapter examines how consumerism- one of the primary key themes in marketing and business courses- has evolved the last decade and envisages the shape of these set of courses in the future. From the 1,935 words for 20 key-concepts counted in 141 online course descriptions in English of the last 10 periods delivered by Business and Management Schools or Business/Marketing Academic Depts. of 88 Universities and Colleges, “Marketing,” “business,” “ethics” and “social responsibility” were included in 100% of the course descriptions analyzed, indicating their coverage by all courses. In order to investigate the five (5) research objectives, HCA was adopted for an exploratory analysis based on single-linkage clustering method to reveal natural groupings of the key concepts within a data set of word counts that were not apparent and then multiple linear regression analyses were conducted. The trend analyses indicated prospects for the increasing focus around specific topics. The interpretation of the research results based on the assumptions of Mezirow's critical reflection provided very strong recommendations.
Marketing or Social Marketing
Authors: Kapoor Avinash , Kulshrestha Chinmaya
Published: February 2015

The challenge is to understand what marketing is: is it a business activity or is it ultimately all about managing the social order and influencing the behavioural changes in the societies. The chapter gives a conceptual understanding of social marketing from multiple perspectives, analyzes key issues and challenges in social marketing which makes it different from traditional marketing, and identifies certain areas in social marketing where further research is required. Because of its uniqueness, the extended marketing mix becomes very important in social marketing and social objectives can be achieved through creating experiences to offer solutions, which, in turn, influence behaviour.
The Ethical Dimension of Innovation
Authors: Nogueira Leticia Antunes , Nogueira Tadeu Fernando
Published: February 2015

The view of innovation as a positive concept has been deeply rooted in business and academic cultures ever since Schumpeter coined the concept of creative destruction. Even though there is a large body of literature on innovation studies, limited attention has been given to its ethical dimension. In this chapter, the ethical implications of innovations are illustrated with a case study of “destructive creation” in the food industry, and upon which an argumentative analysis is conducted. The main message of this chapter is that innovations have an inherent ethical dimension and that quality innovations depend on systematic consideration of this dimension in the innovation process.
The Psychology of Consumerism in Business and Marketing
Authors: Tran Ben
Published: February 2015

In the past decade or so, various models have emerged concerning the study of culture and marketing in regards to consumerism, of which Geert Hofstede's dimensional model of national culture has been applied to various areas of global branding and advertising, and the underlying theories of consumer behavior. Hofstede's model has been used to explain differences regarding the concepts of self, personality and identity, which in turn explain variations in branding strategy and communications. Thus, the purpose of this chapter is to address the psychology of consumerism in business and marketing from the macro and micro behaviors of Hofstede's cultural consumers. The chapter emphasizes Hofstede's fifth cultural dimension, long-term versus short-term orientation regarding marketing. In so doing, both macro and micro paradigms on the psychology of consumers' behaviors will be covered in relation to marketing, as well as a brief history of marketing and the marketing field.
Customer Relationship Management (CRM)
Authors: Ioannou Myria
Published: February 2015

The considerable value of CRM is well documented in the literature, and it is further exemplified in today's highly turbulent, competitive, and fragmented markets. Nevertheless, the conceptualisation and operationalisation of CRM remains an area of intense debate, and hence, by reviewing and synthesising literature from the various relational research traditions, the chapter offers a critical perspective as to what customer relationships are and discusses the conditions under which relationships can flourish. To this end, the chapter discusses the conditions, which are conducive to relationship building, highlights the different forms that customer relationships may assume as well as their distinct developmental paths, and offers a number of recommendations to enhance relational efforts.
How is Internal Marketing Understood?
Authors: Ozuem Wilson , Limb Natalie
Published: February 2015

The service industry and business-to-business companies have remained at the forefront of studies into internal marketing due to the close contact between employees and customers in such companies. Marketers and industry experts have shown particular interest to the supermarket sector over the past years due to the varied fluctuations in performance that have been reported. Consumers have negligible switching costs and the threat of substitute products is high, with little product differentiation. Therefore, there is the opportunity to create sustainable competitive advantage through intangible offerings. As of yet, there is little evidence supporting benefits of internal market orientation in the food retail industry. One reason for this may be the difficulty of measuring its benefits in such a context. Although the UK food retail industry has been extensively researched, researchers are yet to address it properly in regard to internal market orientation. This chapter examines it from a stakeholder perspective.
Consumer Culture Theory
Authors: Bajde Domen
Published: February 2015

Consumer culture theory helps us take note of the cultural forces and dynamics in which technology consumption is entangled. It enables people to articulate the cultural processes (ideological, mythic, ritualistic, etc.) through which cultural meanings become granted to or denied to technological innovations, thus shaping the value of technologies as cultural resources sustaining consumer identities. In its urge to shed light on these aspects, CCT tends to reinforce the gaps and asymmetries between the “socio-cultural” and the “techno-material”, leaving plenty of room for further study. The authors outline the strengths and limitations of CCT to offer several tentative suggestions as to how ANT and CCT might draw on each other to enrich our understanding of technology consumption.
Personally Engaged with Retail Clients
Authors: Jiménez-Zarco Ana Isabel , Martínez-Ruiz María Pilar , Izquierdo-Yusta Alicia
Published: February 2015

This chapter examines how social and economic changes of recent years have led to a new consumer profile. Furthermore, it explores how current responsible concerns regarding consumption, as well as a greater concern for welfare sustainability and the environment, are affecting purchasing behavior. With these ideas in mind, this chapter analyses how organizations have to evolve towards a new marketing paradigm in order to link to their customers emotionally. In this regard, the evolution of the marketing concept is reviewed—departing from a Marketing 1.0 paradigm, passing through a Marketing 2.0 paradigm—in order to understand how the so-called Marketing 3.0 emerged. The chapter concludes by analyzing the different rules that guide this new approach and how companies in the distribution sector are applying them in their daily activities.
A New Systems Perspective in Retail Service Marketing
Authors: Barile Sergio , Saviano Marialuisa
Published: February 2015

The aim of this chapter is to highlight the necessity of a change in perspective and a new approach to Retail Service Marketing by addressing the recent challenges posed by a radical rethinking of market exchange logic using a service view. Recent Service Marketing advances are analyzed, which lead to the Service Dominant Logic proposal to take a general service view of market exchange, envisaging an emerging paradigm change. However, the key to this potential paradigm change is not yet well focused. A gap in the theoretical approach emerges that can be closed by adopting the Viable Systems Approach and the structure-system interpretation scheme. Their implications for retailing are discussed, and the key to change is emphasized. This chapter introduces a new theoretical and conceptual framework rooted in systems thinking, which recommends a Service Systems Approach to Retail Marketing.
Conspicuous Consumption Behavior
Authors: Ismail Wan Nurisma Ayu Wan , Zakaria Norhayati , Abdul-Talib Asmat-Nizam
Published: February 2015

Demand in the luxury market is consistently growing with the demand from individuals as their buying power increases due to improvements in economic conditions (Kuisma, 2008). In this chapter, the authors present the concept of conspicuous consumption and explore the spread of luxury culture, especially in the Asian countries, since previous studies have tested such phenomena predominantly in Western countries. The spread of the luxury model as suggested by Chadha and Husband (2006) helps to better understand the spread of luxury culture among Asian societies. In the past, many studies have suggested that conspicuous and luxury concepts are related to each other. By examining the conspicuous motivation among consumers, the authors hope to explain why people are motivated to engage with luxury consumption from a cultural theoretical lens, particularly in Asian countries. Finally, they highlight the managerial and theoretical implications, followed by research directions for future transcultural marketing studies.
G2C Marketing
Authors: Sohrabi Babak , Khanlari Amir
Published: February 2015

Public administration has been challenged by “new public management” and “government redesign” paradigms. In addition, the relationship between government and citizen has been changed dramatically based on the mentioned paradigm shift. Customer orientation in the public sector is one of the changes originated from the private sector's principles and paradigms. Nowadays, scholars emphasize applying concepts and techniques of customer orientation in e-government. In this text, firstly, customer orientation and its importance in government activities, especially e-government, is described. Then, principles, applications, and experiences of citizen relationship management as a technique of customer-oriented governments are described.
Telemedicine Program for Management and Treatment of Stress Urinary Incontinence in Women
Authors: Abelló Pla Anna , Andreu Povar Anna , Esquirol Caussa Jordi , Bayo Tallón Vanessa , Rexachs Dolores , Luque Emilio
Published: February 2015

Stress Urinary Incontinence (SUI), defined as involuntary urine leakage caused by physical activity and/or efforts, is a frequently found pathology among women that significantly affects their quality of life. SUI treatments are often less effective than expected because they require a conscious effort by the patient to follow them correctly and usually have drawbacks, such as their high cost, time, and/or schedule requirements. ICT-mediated Physical Therapy treatment programs can be useful to improve Stress Urinary Incontinence symptoms and pelvic floor function in women while maintaining total confidentiality, with an at home treatment, accomplishing a higher adherence to the treatment, keeping a low budget for the patients, and saving the health systems' economic resources.
The Role of Ambient Intelligent Environments for Tracking Functional Decline
Authors: Naeem Usman , Anthony Richard , Tawil Abdel-Rahman , Azam Muhammad Awais , Preston David
Published: February 2015

We live in a ubiquitous world where we are surrounded by context sensitive information and smart devices that are able to capture information about our surroundings unobtrusively. Making use of such rich information can enable recognition of activities conducted by elderly users, and in turn can allow the possibility of tracking any functional decline. This chapter highlights the current methods for unobtrusively recognising activities of daily living within a home environment for people with physical or cognitive disabilities. A main group for which this is important for are Alzheimer's patients. The chapter also bases the discussion of what makes a successful environment for carrying out accurate activity recognition, which is then followed by a proposed taxonomy of the key characteristics that are required for robust activity recognition within a smart environment, contextualised with real-life scenarios.
Critical Behavior Monitoring for Children with Special Needs in Preventing Physical Injury Using Kinect
Authors: Ann Ong Chin , Theng Lau Bee , Seldon Henry Lee , Putra Fernando Anddie
Published: February 2015

This research studies ways to prevent physical injury for children with special needs, or specifically children with Autism Spectrum Disorder (ASD). The prevention is achievable by monitoring child behavior in the classroom from time to time. A Critical Behavior Monitoring model was developed for this purpose. The model is integrated with a Kinect sensor (by Microsoft) to process the signal acquired for human activities recognition. Currently, the model manages to identify 17 different human activities and notify parents or teachers via SMS and/or email if any unusual or critical activities are detected (i.e. falling down or asking for help). This will ensure immediate action is taken to prevent injuries or the situation from getting worse.
The Combination of ISCOMATRIX Adjuvant and TLR Agonists Induces Regression of Established Solid Tumors In Vivo
Authors: Silva Anabel , Mount Adele , Krstevska Karoline , Pejoski David , Hardy Matthew P. , Owczarek Catherine , Scotney Pierre , Maraskovsky Eugene , Baz Morelli Adriana
Published: February 2015

The development of therapeutic vaccines for treatment of established cancer has proven challenging. Cancer vaccines not only need to induce a robust tumor Ag-specific immune response but also need to overcome the tolerogenic and immunosuppressive microenvironments that exist within many solid cancers. ISCOMATRIX adjuvant (ISCOMATRIX) is able to induce both tumor Ag-specific cellular and Ab responses to protect mice against tumor challenge, but this is insufficient to result in regression of established solid tumors. In the current study, we have used B16-OVA melanoma, Panc-OVA pancreatic, and TRAMP-C1 prostate cancer mouse tumor models to test therapeutic efficacy of ISCOMATRIX vaccines combined with other immune modulators. The coadministration of an ISCOMATRIX vaccine with the TLR3 agonist, polyinosinic-polycytidylic acid, and TLR9 agonist, CpG, reduced tumor growth in all tumor models and the presence of ISCOMATRIX in the formulation was critical for the therapeutic efficacy of the vaccine. This vaccine combination induced a robust and multifunctional CD8+ T cell response. Therapeutic protection required IFN-γ and CD8+ T cells, whereas NK and CD4+ T cells were found to be redundant. ISCOMATRIX vaccines combined with TLR3 and TLR9 agonists represent a promising cancer immunotherapy strategy.
Macrophage Mitochondrial and Stress Response to Ingestion of Cryptococcus neoformans
Authors: Coelho Carolina , Souza Ana Camila Oliveira , Derengowski Lorena da Silveira , de Leon-Rodriguez Carlos , Wang Bo , Leon-Rivera Rosiris , Bocca Anamelia Lorenzetti , Gonçalves Teresa , Casadevall Arturo
Published: February 2015

Human infection with Cryptococcus neoformans, a common fungal pathogen, follows deposition of yeast spores in the lung alveoli. The subsequent host–pathogen interaction can result in eradication, latency, or extrapulmonary dissemination. Successful control of C. neoformans infection is dependent on host macrophages, but macrophages display little ability to kill C. neoformans in vitro. Recently, we reported that ingestion of C. neoformans by mouse macrophages induces early cell cycle progression followed by mitotic arrest, an event that almost certainly reflects host cell damage. The goal of the present work was to understand macrophage pathways affected by C. neoformans toxicity. Infection of macrophages by C. neoformans was associated with alterations in protein translation rate and activation of several stress pathways, such as hypoxia-inducing factor-1-α, receptor-interacting protein 1, and apoptosis-inducing factor. Concomitantly we observed mitochondrial depolarization in infected macrophages, an observation that was replicated in vivo. We also observed differences in the stress pathways activated, depending on macrophage cell type, consistent with the nonspecific nature of C. neoformans virulence known to infect phylogenetically distant hosts. Our results indicate that C. neoformans infection impairs multiple host cellular functions and undermines the health of these critical phagocytic cells, which can potentially interfere with their ability to clear this fungal pathogen.
Towards precipitation enhancement through cloud seeding in Kenya
Authors: Ngaina Joshua , Muthama Nzioka , Ininda Joseph , Opere Alfred , Mutai Bethwel
Published: February 2015

The study investigated potential of enhancing precipitation through cloud seeding during October-November-December (OND) season. Rainfall, cloud top temperature (CTT), aerosol optical depth (AOD) and wind data were used. Short-Cut Bartlett correlation, composite wind and time series analysis, and HYSPLIT backward trajectory analysis were used to achieve the objectives of study. Precipitation showed decreasing patterns with peaks between pentad 65 and 68. Delineated dry years (18) exceeded wet years (9). Low level winds were predominantly north-easterly during dry years characterized by continental trajectory. AOD values increased in all stations during dry year with aerosol load being higher in areas characterized by depressed rainfall. Pollutants suspended 1000 above mean sea level (AMSL) originated from Arabian and India subcontinent and pollutants suspended below 1000 AMSL were predominantly south easterly during wet years originated from Western Indian Ocean and characterized by maritime trajectory. Mean CTT during dry/wet years were positve over coastal areas while central, Rift-valley and Lake Victoria basin showed negative values, indicating presence of seedable conditions and thus potential cloud seeding to enhance rainfall and alleviate existing water stress.