bluuebunny/crossref_metadata_2025 huggingface dataset:
Thermal Decomposition Kinetics Studies of HTPB/Al/AP Solid Propellants Formulated With Iron Oxide Burning Rate Catalyst in Nano and Micro Scale
Authors: Almeida Luis Eduardo Nunes , Martins Aureomar F. , Gomes Susane R. , Cunha Flavio A. L.
Published: December 2017

The thermal decomposition kinetics of ammonium perchlorate (AP)/hydroxyl-terminated-polybutadiene (HTPB) samples, with Iron Oxide catalyst at nano and micro scale were studied by thermal analysis techniques at different heating rates in dynamic nitrogen atmosphere. The exothermic reaction kinetics was studied by differential scanning calorimetry (DSC) in isothermal conditions. The Arrhenius kinetic parameters were obtained by Flynn-Wall and Ozawa Kissinger and Starink methods. The propellant samples thermal decomposition was studied simultaneously by TG-DTA. For this purpose, solid propellant grains containing nano and micro scale iron oxide were formulated. The effect of catalysts on the propellant burning rate and the propellant initiation sensitivity were also evaluated by friction and impact. The effect of the catalyst in the propellant binder reaction was evaluated by viscosity and mechanical properties. SEM/EDS technique was used to evaluate the iron oxide morphology. Three bench firing tests were performed with rockets motor in order to know the ballistics parameters.
Characterization and Quantification of Polymer Content in Plastic Explosives Using FT-IR Techniques
Authors: Mattos Elizabeth da Costa , Dutra Rita de Cássia Lazzarini
Published: December 2017

High explosives are tools used in different areas of research and are critical components in conventional and nuclear weapons. PBXs (plastic explosives) were developed to reduce the sensitivity of explosives, and are widely used in both applications, civil and military, where high performance is required. As the weapons may be used in aggressive thermal and mechanical environments, it is important to characterize the PBXs, in order to know its behavior and properties. Therefore, contributing for research of PBXs, is discussed in this chapter a methodology to characterize and to quantify the polymer content in PBX by Fourier Transform Infrared Spectroscopy (FT-IR), using the High-Performance Liquid Chromatography (HPLC) and Thermogravimetry (TG) as reference techniques to quantitative method. The proposed methodology for quantification of polymers in PBX uses the technique FT-IR of reflection ATR and UATR, being faster than the usual methodologies and eliminating the disadvantage of chemical residues generation.
Information Dispersal Algorithms and Their Applications in Cloud Computing
Authors: Singh Makhan , Singh Sarbjeet
Published: December 2017

Information dispersal is a technique in which pieces of data are distributed among various nodes such that the data can be reconstituted from any threshold number of these pieces. Information dispersal algorithms employ a method in which a file F needs to be dispersed among n nodes such that any m pieces will be sufficient to reconstruct the whole file F. The size of each piece is |F/m|. We must also ensure that the complete knowledge of any m-1 pieces is insufficient to reconstruct the complete file F. The ideas for accomplishing this have been given in many literatures in the past. A discussion and comparison of some of these is covered in this chapter.
A Comprehensive Survey on Trust Issue and Its Deployed Models in Computing Environment
Authors: Jaswal Shivani , Singh Gurpreet
Published: December 2017

Cloud computing is growing with a giant pace in today's world. The speed with which it is growing, the same speed is taken over by the insecure data transfer over the cloud. There are many security issues that are underlying in cloud computing. This chapter presents how a trust is built between any user and a cloud service provider. Various techniques have been adopted to calculate the value of trust and further how it can be strength. This chapter has also explained various trust models based on the necessities of a user. This chapter has also thrown some light over the concept of TTP, i.e., Trusted Third Party which further helps in maintaining trust over the cloud environment.
Roof to Technology Implementation
Authors: Kaur Inderbir
Published: December 2017

Cloud computing is an upcoming IT approach that presents various new economic benefits, effective rapid deployment of services to achieve ultimate benefits and goals. Cloud computing reveals an effective connection of internet and computing technologies with personal or business computing that is changing the environment of computing process by providing solutions which are designed, delivered and managed. This model is a remarkable shift from the traditional model of computing. The cloud is an attractive technology solution as it enables to reduce the total cost of ownership and giving “green computing” environment by energy saving concept. Use of Cloud computing technology in different areas provides greater opportunities in the overall development of world, especially India. This chapter throw lights on various dimensions in which cloud computing concept is used . This paper also reviews the potential and opportunities for cloud computing in the healthcare industry, tourism, defence and military applications and various another aspects.
A Cloud-Based Approach for Cross-Management of Disaster Plans
Authors: Gamoura Samia Chehbi
Published: December 2017

With the democratization of Data management through Big Data and Cloud Computing, and the proliferation of business lines into complex networks, industries are ever more subject to disasters than ever. It is practically impossible to forecast their happening and degree of damages. Consequently, companies try to collaborate in integrating risk management in their information systems against downtimes. This chapter addresses this problem by outlining and discussing insights from the extensive literature review to produce a generic approach for cross-management. A set of prerequisites of disaster planning is also provided with comparative analysis and arguments. The proposed approach is focused on risk assessment methodology based on Fuzzy Cognitive Map. The method is able to aggregate all assessment variables of the whole stakeholders involved in the business network. The key findings of this study aim to assist enterprises in improving risk readiness capability and disaster recovery. Finally, we indicate the open challenges for further researches and an outlook on our future research.
Artificial Neural Network Training Algorithms in Modeling of Radial Overcut in EDM
Authors: Das Raja , Pradhan Mohan Kumar
Published: December 2017

This chapter describes with the comparison of the most used back propagations training algorithms neural networks, mainly Levenberg-Marquardt, conjugate gradient and Resilient back propagation are discussed. In the present study, using radial overcut prediction as illustrations, comparisons are made based on the effectiveness and efficiency of three training algorithms on the networks. Electrical Discharge Machining (EDM), the most traditional non-traditional manufacturing procedures, is growing attraction, due to its not requiring cutting tools and permits machining of hard, brittle, thin and complex geometry. Hence it is very popular in the field of modern manufacturing industries such as aerospace, surgical components, nuclear industries. But, these industries surface finish has the almost importance. Based on the study and test results, although the Levenberg-Marquardt has been found to be faster and having improved performance than other algorithms in training, the Resilient back propagation algorithm has the best accuracy in testing period.
A Hybrid Genetic Scatter Search Algorithm to Solve Flexible Job Shop Scheduling Problems
Authors: Marichelvam Mariappan Kadarkarainadar , Mariappan Geetha
Published: December 2017

Scheduling is one of the most important problems in production planning systems. It is a decision-making process that plays a crucial role in many Industries. Different scheduling environments were addressed in the literature. Among them Flexible job-shop problem (FJSP) is an important one and it is an extension of the classical JSP that allows one operation which can be processed on one machine out of a set of alternative machines. It is closer to the real manufacturing situation. Because of the additional needs to determine the assignment of operations on the machines, FJSP is more complex than JSP, and incorporates all the difficulties and complexities of JSP. This chapter addresses a hybrid genetic scatter search algorithm for solving multi-objective FJSP. Makespan and flow time are the objective functions considered in this chapter. The computational results prove the effectiveness of the proposed algorithm for solving flexible job-shop scheduling problem.
New Systems for Children's Learning
Authors: Mitra Sugata
Published: December 2017

The chapter describes the author's work on self-organizing systems in children's education and what lessons can be learned from this for a possible future for education. Starting from the ‘hole in the wall' experiments of 1999, the work goes on to describe the development of “Self-Organized Learning Environments” (SOLEs) that can be created in schools and the role they can play in unsupervised learning by children. The role of the Internet in children's education is described and extrapolated to a future where “knowing” itself may have a different meaning and role. The chapter contains a question and answer section where the author's views on frequently asked questions are contained.
School on the Cloud
Authors: Koutsopoulos Kostis , Kotsanis Yannis
Published: December 2017

In order for the educational system to meet its future needs, several requirements must be fulfilled. There is a need to be an efficient and effective teaching and learning operating system, an appropriate to the future conditions teaching environment, an acceptable set of methodological tools and, because of these, a suitable classroom environment. These requirements represent the major components of the education paradigm been in effect every time, which, in the last few years, has shifted from the Individual/Traditional, to the Group/Progressive, and finally to the Community/School on the Cloud paradigm. In addition, changes in the components of each paradigm have resulted in changes in the corresponding school model, from the Traditional, to the Progressive and finally to the School on the Cloud model. The goal of this chapter is to present and evaluate all these shifts, which are of paramount importance to future teaching and learning.
Educating the Future Workforce
Authors: Mysirlaki Sofia , Paraskeva Fotini
Published: December 2017

The future workforce is a generation that was brought up in a technology immersed world, participating in communities, such as social networks and MMOGs and learning via e-learning platforms. These experiences have enabled them with a numerous set of needs and skills. Hard skills, such as computational thinking and problem solving, are thought to be crucial for the future labor marker, highlighting the importance of STEM education. Moreover, soft skills, such as collaboration and leadership, are considered to be essential for a person's both career and well-being. These skills and needs of today's learners can be utilized in order to engage students in technology based learning environments that meet students' needs and develop the needed skills for the future. However, education is often subject-oriented and focuses on the development of hard skills rather than soft skills. This chapter highlights the importance of these skills and provides a framework, based on Challenge-Based Learning and Activity Theory, for designing educational experiences for developing hard and soft skills.
Cloud-Based Learning
Authors: Zwartjes Luc
Published: December 2017

The chapter initially presents styles and types of education, clarifying the differences between differentiation, individualisation and personalisation. To implement personalised learning the learning paradigm must be adopted. According to research we can distinguish different types: e-learning, i-learning, m-learning and u-learning. Many organizations have developed a virtual learning environment (VLE) as a supplement to the traditional type of education. So the existing VLE should be adjusted to a personal learning environment (PLE) that places the focus on the appropriation of different tools and resources by the learner, whereby the learner is situated within a social context which influences the way in which they use media, participate in activities and engage in communities. Finally, a checklist with criteria has been used to weigh the quality of personalised learning courses. This work was realized in the context of the “School on the Cloud” Project.
Projecting the Future of Cloud Computing in Education
Authors: Meletiou-Mavrotheris Maria , Koutsopoulos Kostis
Published: December 2017

Technological advances have provided the opportunity to create entirely new learning environments. A major technological breakthrough that has sparked innovation to most human activities and has a huge potential to radically transform education is cloud computing. This chapter reports on a Delphi study focused on the current and future impact of Cloud computing and its applications on education. It first provides a background to the study through an overview of the Delphi technique. Next, it describes how Delphi was applied in two-round investigation aimed at collecting and systematically classifying the views and knowledge of three groups of stakeholders (‘experts') concerning the future of Cloud computing in education. The chapter then presents the major findings from the two rounds of the study. It ends with drawing of conclusions and recommendations regarding how to move ahead with the use of Cloud computing in education in European countries and beyond.
Career Counseling
Authors: Koutsafti Maria , Politi Niki
Published: December 2017

Career Counseling is a lifelong process starting when individuals choose an occupation -or even earlier-, prepare for it, and make progress in it. It emphasizes exploring the individuals' interests, values, skills and personality characteristics so as to support them to progress in those subjects and activities that will contribute to the attainment of the ultimate aim of shaping a good career as they wish it. The chapter starts with a brief presentation of career counseling and decision making as well as career management development in a contemporary context and continues with an exposition of the Model of Personal Career Management adopted by the “STEP” Career Counseling Department at Doukas School. An overview of the services provided is presented with a focus on the use of the “global net cloud.” Finally, the need for engaging the parents is stressed and additional activities, including handling students' exam anxiety are discussed.
Internally Displaced Persons and Emergency Management in Nigeria
Authors: Attoh Franca Chitoh
Published: December 2017

Internally displaced persons (IDPs) are men, women, and children who are uprooted from their ancestral homes as victims of natural disaster or manmade occurrences for reasons often beyond their control and comprehension. The Boko-Haram insurgency in the North-East of Nigeria has caused over two million Nigerians to be internally displaced. The crisis has created management problems for the National Emergency Management Agency (NEMA) due to paucity of funds. Secondary data and human needs theory were used for the analysis. The incessant use of improvised electronic devices has created a security lacuna in the IDPs camps, which have become targets for terrorists. The concomitant is confidence deficit between the IDPs and NEMA resulting in accusations of neglect and corruption. The chapter concludes that the failure to manage IDPs is tantamount to human rights abuse and security lapse.
Prospect of Low Power Sensor Network Technology in Disaster Management for Sustainable Future
Authors: Prusty Alok R. , Mohanty Ankita
Published: December 2017

Countries with better disaster management plans can better signify their existence. The earthquake is one such hazardous catastrophe that leads to heavy damage. Disaster management does not avert or eliminate the threats fully; instead, it focuses on use of technology, creating plans to lessening the effect of disasters up to significant level. Depending on the magnitude and type of waves, earthquakes crush everything, from buildings to small houses, from towers to trees, and from roads to bridges. Tsunamis and landslides follow its way as well. After the earthquake comes, the settling of things back to normal involves a lot of time, money, and manpower as well. Hence, the only solution of this is leading-edge technology support. Sensor network technology is one of the proven techniques for not only varieties of early warning, prediction, and detection systems but also post-phenomenon rescue and support. This chapter will help researchers and policy makers to think fresh on disaster management with sensor network technology.
A Review of Psychological Resilience as a Response to Natural Hazards in Nigeria
Authors: Malomo Bolajoko Ibiyemi
Published: December 2017

Natural hazards are potential threats to lives, properties, and the society at large. This chapter discusses psychological resilience as a strategy in overcoming the aftermath of natural hazards, which are known as natural disasters in Nigeria. Resilience consists of individual behaviours, cognitions, actions, and attitudes that enhance personal wellbeing. The ability to exhibit resilience is important in overcoming the adverse consequences of natural hazards. A review of the concept of resilience in this chapter covers an introduction to the concept of resilience and natural hazards, cases of natural hazards in Africa and Nigeria, conceptual definition and issues relating to resilience, theoretical underpinning, recommendation, and conclusion. The various factors that are critical to the development and utilisation of psychological resilience are discussed. Relevant authorities can thus be advised on the need to set up platforms on which communities can devise methods of educating individuals on methods of developing resilience in preparation for impending natural hazards.
Climate Change Impact on Agriculture and Food Security
Authors: Syed Ali , Jabeen Urooj Afshan
Published: December 2017

Research on the impact of climate change on agriculture and food security is important, especially in the agricultural economies, not only to know the severity of impact but also the policies to be adapted to halt climate change and the technology to be used to mitigate the impact of climate change. The study was conducted in Kapiri Mposhi district of Central Province in Zambia to find out the impact of climate change on agriculture and food security. The objectives of study include to know the intensity of climate change and its impact on area under cultivation, late sowing of seed and damage of seed due to lack of water, fertilizer absorption reduction, food shortage, livestock, and productivity. The chapter also focuses on the sources of credit to the farmers.
Land Use Policy and Urban Sprawl in Nigeria
Authors: Adisa Waziri Babatunde
Published: December 2017

Land use policy is central to the development of urban life and the emergence of cities. In many developed capitalist societies, both the planning and expansion of the cities are usually anchored on sustainable urban land policies such that the growth of urban sprawl is effectively controlled. In most developing countries, land use policies are not only disparate, they are usually not connected to the growth of cities because policy makers are after the money they could make from private investors. This chapter argues that though the coming of the Land Use Act 1978 ended the era of disparate land law regimes, it has, over the years, sealed the control of urban lands to state governors, a development that has created massive corruption and arbitrariness in the allocation and utilization of urban lands. This approach to land administration has also hindered effective and sustainable urban and regional planning in many Nigerian cities. This study suggests the review of the 1978 Land Use Act and effective utilization of modern technologies in the monitoring of urban sprawls.
A Literature Survey on the Usage of Fuzzy MCDM Methods for Digital Marketing
Authors: Kahraman Cengiz , Yazıcı İbrahim , Karaşan Ali
Published: December 2017

Digital marketing is the integrated processes of building and maintaining customer relationships using online channels to establish the exchange and flow of products, and services in the market. It is the marketing that bridges electronic technology with psychology in the marketplace. Fuzzy sets can handle the uncertainty and human-manner linguistic evaluations in digital marketing. The objective of this chapter is to summarize and classify the literature on digital marketing, which uses the fuzzy multicriteria decision making methods (MCDM), and predict the future directions for digital marketing. Our chapter will include the main definitions and principles of digital marketing with its challenges. We also give a brief definition of the fuzzy MCDM used methods in the literature. We use graphical illustrations techniques for summarizing the survey results.
Mobile Customer Relationship Management
Authors: Dursun Tolga , Çelik Süleyman
Published: December 2017

Electronic platforms provide many advantages both customers and companies due to development of communication technology. Today almost every people have smartphones and tablets. Thus mobile customer relationship management became an significant concept for generating long-term relationships and increasing customer satisfaction, retention and loyalty. In addition companies use mobile CRM to facilitate salespeople for better performance in marketing activities. M-CRM offers interactive relationships between firms and companies. In this study, we define what is customer relationship management and origins of CRM. After that we stated electronic customer relationship management concept and finally we mentioned about mobile CRM especially benefits and characteristics of it.
Using Social Strategy to Retain Customers
Authors: Al-Rabayah Wafaa A.
Published: December 2017

Customer retention is the process of keeping your current customers' set satisfied and loyal to your product, successful customer retention is not only related to the applied product or services, but strongly related to how the organization provide the services and the reputation it creates within and across the marketplace. This chapter mentions four different cases of using social media to achieve customer retention. Cases will be named based on services provided by the firm, theme park, personal care business, food business, and suppling athlete tools. Also set of tips and guidelines about planning social strategy presented, finally suggested tools support different platforms were mentioned.
Conceptualizing and Measuring Content Marketing in Luxury Firms
Authors: Rancati Elisa , Gordini Niccolo , Capatina Alexandru
Published: December 2017

Luxury marketing has gone through some major changes over the past couple of decades. The power is moving away from luxury firms to luxury consumers, who are playing a more significant role than ever before. These challenges in global markets have sparked a growing interest by practitioners and academics in the content marketing and in the metrics to measure its impact on luxury firm performance. However, the literature is still fragmented. Trying to fill this gap, this chapter has two main objectives. Firstly, it reviews the existing literature on content marketing and the main metrics used. Secondly, it analyses the degree of use and effectiveness of content marketing strategies, tools and metrics on a sample of 218 luxury firms. The results of the study revealed that content marketing is seen by luxury firms as marketing communications strategy that provides valuable and helpful information to a clearly defined target audience with the aim to increase sales.
Building Academic Branding
Authors: Villamar Ruth Matovelle
Published: December 2017

Nowadays, many professionals of different areas of expertise have found themselves at the needs to incorporate in the digital world, their personal digital branding as a result of entrepreneurship projects, or as a crisis of business sectors. A different phenomenon occurs in the academic field; the researchers are forced to incorporate themselves in the digital field. The research professors have a responsibility to society, popularizing science, this represents to value their own work and contribute to its visibility, and the starting point is to have “digital academic Branding. This chapter explains step-by-step techniques that develop a digital academic branding, starting from an interior analysis of the academic up to the formulation of the visual and conceptual brand; it is important is to make in a sequential manner every one of the activities described here.
The Roles of Corporate Marketing Strategies and Brand Management in the Global Retail Industry
Authors: Kasemsap Kijpokin
Published: December 2017

This chapter explores the roles of corporate marketing strategies and brand management in the global retail industry, thus describing the concepts of marketing strategy, international retail marketing strategy, retail marketing mix, and internationalization; the relationship between corporate marketing strategies and internationalization; the challenges of retail marketing mix in the fashion retail industry; the overview of brand management; and the significance of brand management in the global retail industry. The implementation of corporate marketing strategies and brand management is critical for modern organizations that seek to serve suppliers and customers, increase business performance, strengthen competitiveness, and achieve continuous success in global business. Therefore, it is necessary for modern organizations to examine their corporate marketing strategies and brand management applications, create a strategic plan to regularly check their practical advancements, and rapidly respond to the corporate marketing strategies and brand management needs of customers in the global retail industry.
Co-Creating Brand Value Through Social Commerce
Authors: Wang Yichuan , Hajli Nick
Published: December 2017

This chapter looks at the opportunities of social commerce for branding. The chapter examines social commerce constructs and their impact on brand development. The results of this empirical study show that both social factors and social commerce constructs have positive effects on co-creating brand value intention. This study also highlights the moderating effect of privacy concern between social commerce constructs and co-creating brand value. Contribution of this chapter is the combination of social media, social commerce, and social support in branding strategies, which produce co-creating brand value strategies. The chapter also provides practical implications for the market to develop co-creating brand value strategies through social commerce.
The Functions of the Narrator in Digital Advertising
Authors: Bolat Nursel
Published: December 2017

Storytelling, which was taken over from traditional advertising, has been continuing existence of it sown in the World of digital advertising. Efficiency of storytelling is intensively used in digital advertisements with the aim of directing attention of consumers to the product and encouraging them to buy product. In digital advertisements, stories are narrated by storytellers. In this study, storytelling in digital advertising and different types of storytellers are examined and traces of storytelling which has existed from past to the present, are followed.
Augmented Reality as an Emerging Application in Tourism Marketing Education
Authors: Hassan Azizul , Jung Timothy
Published: December 2017

Augmented Reality (AR) as an advanced format of Virtual Reality (VR) becomes widely available in numerous appliances, mainly in mobile devices like Smartphones or wearable devices. As the prospective benefits of this technology are said to be immense, tourism marketing education is believed to experience a comprehensive application of AR in coming years. At present, AR technologies are in use in many academic disciplines including medicine, geography, information technology, computer aided entertainment and many more. Out of all of the recently developed technological advancements, those can be termed as ‘Innovations', augmented reality can be considered as a key innovation. As coined, due to easier operational capacities, AR is becoming more popular and better fitting in tourism marketing education systems. This chapter outlines the use of AR, termed as an ‘Innovation' as per the ‘Diffusion of Innovations' theory of Rogers (1962), to meet tourism marketing education demands. The chapter critically examines relevant cross-country cases to support the arguments made above.
Brand Awareness Quotient
Authors: Ratra Komal , Neelam Netra
Published: December 2017

There is a need to appropriately measure the effectiveness of Employer branding initiatives taken by an organization. There are a lot of questions to be addressed while measuring the effectiveness of the past or existing initiatives and formulating a new Employer branding strategy such as: Do the objectives of the Employer branding completely meet the initiative? What is the reach of the initiatives? Whether to continue with the same initiative or not in future? Hence while designing a new improved Employer branding strategy, there needs to be an appropriate initiative measurement methodology which can address the above questions quantitatively. This paper is an attempt to create A matrix “Brand Awareness Quotient” which will help in measuring the efficacy and support decision making for formulating the new strategy the same. This quantitative way of scoring and analyzing each and every initiative provides a 360-degree overview of the complete Employer branding strategy of the organization.
Network-Based Targeting
Authors: Dang Chu (Ivy)
Published: December 2017

This chapter focuses on two kinds of targeting in mobile industry: to target churning customers and to target potential customers. These two targeting strategies are very important goals in Customer Relationship Management (CRM). In the first part of the chapter, the author reviews churn prediction models and its applications. In the second part of the chapter, traditional innovation diffusion models are reviewed and agent-based models are explained in detail. Customers in telecom industry are usually connected by large and complex networks. To understand how network effects and consumer behaviors – such as churning and adopting – interplays with each other is of great significance. Therefore, detailed examples are given to network-based targeting analysis.
Social Media Marketing and Value Co-Creation
Authors: Costanza Francesca
Published: December 2017

Nowadays social media and brand communities provide virtual places where the consumers can publicize their opinions about products and services and play an active role as marketers, advertisers, value creators through electronic word-of-mouth. Since most of the times these dynamics flow out of business control, in order to pursue firms' objectives, managers and marketers operating in many sectors look at the web social community with growing interest. The present chapter presents a system-wide analysis of the links and feedback mechanisms between the different aspects of value co-creation through social media marketing and brand communities. For the purpose, it is proposed a qualitative model built according to the principles of System Dynamics, a computer-aided methodology for policy analysis and design. Causal loop & stock-and-flows structures integrate the socioeconomic feedbacks between key variables, selected according to relevant literature, social media and brand communities observations, interview to consumer influencers.
Application of Web-Based Geographical Information System (GIS) in E-Business
Authors: Chaudhuri Somnath
Published: December 2017

This research paper discusses about the application of Web-Based Geographical Information System (GIS), an ICT tool for electronic business; particularly through Internet, with a future plan to develop e-promotion and strategic marketing by implementing Web GIS tools for Geobusiness. In the context of e-business, this present study penetrates the usage of GIS to disseminate maximum level of information to the customers. On the other hand, it depicts the growing incorporation of GIS in target marketing, business management, and strategic decision-making processes. It discusses how this modern Geospatial Information Technology (GIT) tool is used for collecting and analyzing information for the efficient and effective management and promotion of e-commerce. Geographical Information System (GIS) is the fundamental science and technology for Geo Design, a systematic methodology of Geographic planning and decision making. Web GIS is the modern technology for capturing, storing, retrieving, mapping and analyzing spatial and non-spatial geographical data in the digital format over the internet. It provides all the GIS functions over the Web, these functions can, in turn, be applied in various sectors of e-business. This paper highlights on the technical aspects of Web GIS for strategic planning, daily business operations, supply chain management, marketing, customer service, improving efficiency and attaining competitive advantage for business organizations.
International Branding at Mirza International
Authors: Dutta Gautam
Published: December 2017

Today, due to globalization, enterprises are increasingly looking towards the global marketplace to market their products. The business opportunities in the foreign markets are no longer considered as only available to large multinational enterprises with long term foreign market presence. Enterprises today, regardless size, take part in a global competitive market which is supported by great advances in information technologies, communication, and transportation. This trend solves one of the main weaknesses found in comparatively smaller enterprises of traditional focus: home country market dependency. The case focuses on Mirza International Limited which originated from a small Indian Tannery business. The company is led by an ambitious, aggressive management team which has helped in achieving phenomenal growth. The company has emerged as a frontrunner in the manufacturing and marketing of footwear. Headquartered in New Delhi, the company markets its leather and leather footwear products, across the globe the UK, Europe, South Africa, the Middle East, and so forth. However, company management is now at a crossroads in regards to a more aggressive approach to international brand building for its product and strategic decisions. This case aims to address these issues regarding smaller company's internationalization and marketing. The case focuses on the dilemma often faced by medium sized firms from Asia in entering developed country markets in terms of branding or generic product development strategy. The case illustrates the differences in brand building that exist in a big multinational company and in smaller companies during internationalization.
Web 2.0 Technologies and Marketing
Authors: Simões Dora , Filipe Sandra
Published: December 2017

This chapter reports on the use of social media marketing by pre-adults, setting off from a case study of pre-adults of different courses at a Portuguese higher education school. Data were collected through a questionnaire available online and analyzed with descriptive statistical techniques. Based on the pointed outlines, the aim is to evaluate longitudinally the types of social media used by pre-adults, the contexts in which they use each social media type, their opinions about the intentions of social media marketing and the influences of social media marketing on their brand knowledge, attitude and behaviour. Tendencies around concepts, tools and levels of attraction by the audiences, with focus on relationship marketing in the 2.0 era are revisited. Furthermore, the chapter presents the perception of pre-adults about social media marketing, and contributes with critical information that might help cast light over recent theories and practices of social media marketing.
The Role of Business Model Development in the Ex-Post Creation of Online Entrepreneurial Opportunity
Authors: Koçoğlu İpek , Akgun Ali E. , Keskin Halit
Published: December 2017

This research aims to tap into the largely opaque origins of opportunities in the online context by exploring the role of business model development as a key for the creation and configuration of the mental and social infrastructure necessary for the emergence of online entrepreneurial opportunity. Tracing the sources of online entrepreneurial opportunity reveals that successful online entrepreneurs claim to proactively manage their environment in terms of unfolding actions which result in the enactment and creation of entrepreneurial opportunities. Based on this real life contention and the emerging view of entrepreneurial opportunity, this chapter aims to achieve a deeper understanding on the creation of online opportunities through a quantitative study empirically testing the link between business model development and online entrepreneurial opportunity as creation in order to shed light on how business model generation shapes the way entrepreneurs socially co-create opportunities in the online context.
Search Engine Marketing
Authors: Hassan Azizul , Dadwal Sumesh S.
Published: December 2017

The most common feature of Search Engine Marketing (SEM) is the pay-per-click concept that outlines the conceptual understanding of the human-computer interaction (HCI) in marketing. In this type of marketing, the three active actors act simultaneously: the service provider, the search engine as the platform and the individual user base. On the assumption that technology will dominate future marketing channels, this study will explore the conceptualisations of SEM, in relation to HCI in tourism marketing. This paper asserts that strategically, a congenial and accepted level of interaction is much required between the service provider and consumers. Also, this is outlined that the customization of a tourism industry led application and adoption of SEM is possible on ground of the Unified theory of Acceptance and Use of Technology (UTAUT) where, factors like age, gender, experience and voluntariness of use are attached with performance expectancy (Venkatesh et al., 2003).
Service Branding Through Quality Practices in Public and Private Telecommunication Organization
Authors: Krishnan Archana
Published: December 2017

This chapter focuses on comparative analysis of service branding of two telecommunication organisations—one in the public and one in the private sector—through the implementation of quality initiatives. This case was designed after extensive interviews with senior managers to understand the practical issues and challenges involved in improvement of service branding of an organisation through the implementation of quality initiatives, such as benchmarking, leadership, service orientation, continuous improvement, and knowledge management, and their subsequent impact on organisation culture and organisation effectiveness. Even though the public sector organisation has taken several measures to improve service branding through quality in its services, it is engulfed in its own internal issues as compared to the private sector organisation. The real life scenarios of both the organisations presented in the case could facilitate young managers to address the challenges involved in improving the service branding of the organisation through the implementation of quality practices in the future.
Author-as-Franchise-Product
Authors: Freeman Matthew
Published: December 2017

This chapter explores the historical relationship between the branded media entertainment of Tarzan and the rise of consumer culture in the 1920s and 1930s. It argues that the transmedia licensing of this property across pulp magazines, comics, and radio reflected the growing embrace of brand-franchise logics throughout the business landscape of America at that time. The author offers the metaphor of ‘stepping stones' to understand the brand linkages between these different media products in which consumption of one product led to the consumption of another. More importantly, the author analyses the function of Tarzan creator Edgar Rice Burroughs and his company, suggesting that his visibility as franchise-author played a crucial role in constructing these brand linkages between media products. Contextualised as part of the very different cultural landscape of 1920s and 1930s consumer culture, the author demonstrates how an authorial name operated commercially as much as a corporatised component of the branded entertainment products of Tarzan as the Tarzan character himself.
Giving Personalized Treatment
Authors: Phutela Nidhi , Vashisht Anubha
Published: December 2017

Healthy profits are critical to any organization's survival and must be factored into key business decisions, including the decision to hold the customers with the firm. Though these benefits extend beyond the financial realm, organizations should focus more on customers because it makes good business sense. Therefore, to achieve operational excellence, a firm must integrate its sales and service functions across multiple channels that provide personalized services to its customers. From face-to-face contact to self-service websites, they must capitalize on every communication opportunity. Improving customer satisfaction is not enough, to stay competitive; firms must also focus on achieving customer delight. The value of relationships with customers is double the worth of measured brand value. Every single transaction with every customer is a big contributor to successful business. And, nowadays, organizations have started looking for various strategies that can satisfy, delight or excite customers. The most common strategy used is that of engaging its customers with a company or a brand. Various ways are adopted to engage customers both online and offline. It can be through extensive brand and product knowledge, discussion forums, personalized services like e-mails, SMS etc. Online engagement tactics may bring a revolutionary change in the customer's mindset. Hence, the organization can shift its entire focus on Customers and must provide with an exceptional customer experience. Some of the strategies that can be implemented in this regard are: e-mail marketing and in-product messaging. E-mail Marketing is the commonly used approach by most of the firms these days. The purpose of sending e-mails can be numerous: feedback, upgrades, monthly newsletter, tradeshows, etc. But the question is what would be the response of the customers to these generalized mails. Will they take them on a serious not? The answer is a big ‘NO'. The customers would be appreciating these mails only and only if they are related to the specific interest of the customer. Personalized services steal a customer's heart at least to a certain extent. As far as the second approach is concerned, it is in-product messaging which is on a rise currently. It removes the hurdle of poor conversion rates as in the case of e-mail marketing, also, it focuses directly on customer. The aim of this chapter is to highlight the strategies of customer engagement in creating value satisfaction and thereby building customer loyalty leading to excellence in business, which is one of the key factors for excellence, with a special reference to online shopping. This chapter will provide theoretical framework to understand the relationship between excellence, customer Engagement and loyalty. This chapter is structured as follows. To start with, this chapter focuses on excellence of the business which benefits both the internal as well as the external customer, followed by the outcomes of previous investigations on conceptual framework of engagement.
The Paradox of Authenticity and Its Implications for Contemporary and “Bizarre” Tourism Campaigns
Authors: Handayani Bintang
Published: December 2017

In this chapter, the paradox of authenticity in the content of the contemporary and “bizarre” tourism campaigns is explored. It is a reflective study that relies on a structure review approach, which aims to give a flavour on how the arguments are presented. The studies examine the structure of the intertwined variables and its implications for tourists' ‘lifeworld'. This study suggests that the tourists' lived experience is constructed from their point of view as consumers. In particular, it indicates that (1) pretentious language remains the ultimate power as commodification: and (2) although, tourism campaigns may influence visitors' intentions they may have only a minor effect on the formation of a favourable brand image of the destination. This study extends the discourse on authenticity as the essence of brand differentiation in the destination branding domain and raises issues for further research.
Influence of Trust and Affect on Brand Loyalty and Brand Performance
Authors: Bakshi Madhupa , Mishra Prashant
Published: December 2017

Television channels in India are multiplying every day, and there is intense competition to garner viewers. In this tussle, brand building becomes essential, and garnering customer loyalty is essential to stay in the market. In this context, this chapter explores the role of trust and affect in creating loyalty and influencing brand performance of television channels in the Indian context. The conceptual model is an adaptation of Chaudhuri and Holbrook's (2001) chain of effects study of trust, affect, purchase loyalty, and attitudinal loyalty. This chapter also reviewed journalism literature, and certain constructs were adapted from such studies so there is an amalgam of both brand building and journalism disciplines to give validity to the application of the conceptual model for television channels. The results indicate that affect creates a strong impact on brand loyalty, and loyalty also has a strong impact on brand performance. The strength of the chapter lies in the fact that it applies brand management principles to the media sector where the industry follows such practices but academic studies are very few in number.
E-WOM Issues and Challenges
Authors: Jain Dhiraj , Sharma Yuvraj
Published: December 2017

In the global era, Electronic Word of Mouth (E-WOM) has become an important emerging business strategy in the marketing and consumer environment. Along with the growth of digital connectivity and E-WOM, new ongoing challenges have also emerged for online users, businesses, and services. The chapter mainly aims to look closer upon how Electronic Word of Mouth faced challenges related to social, personal, psychological and human appeal in FMCG sector which influence customers as well as firms. The study used survey method to approach the respondents. The primary data was collected from 250 respondents and descriptive statistics and F-test ANOVA were used to test the significant of the association / non-association between variables. It was found that mostly customers have positive attitude towards E-WOM phenomenon. The study could help the FMCG Company in taking such steps that could make improvements in their business processes and expand their business without spending lot of money.