This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Balancing provocative criticism with clear explanations of complex ideas, this student-friendly introduction investigates the crucial role global entertainment media has played in the emergence of transitional capitalism. Examines the influence of global entertainment media on the emergence of transnational capitalism, providing a framework for explaining and understanding world culture as part of changing class relations and media practices Uses action adventure movies to demonstrate the complex relationship between international media political economy, entertainment content, global culture, and cultural hegemony Draws on examples of public and community media in Venezuela and Latin America to illustrate the relations between government policies, media structures, public access to media, and media content Engagingly written with crisp and controversial commentary to both inform and entertain readers Includes student-friendly features such as fully-integrated call out boxes with definitions of terms and concepts, and lists and summaries of transnational entertainment media

This volume provides a timely and innovative look at the business aspects of social media. Examining social media in both descriptive and analytical ways, the chapters included herein present an overview of the social media industries, considering the history, development, and theoretical orientations used to understand social media. It is intended for scholars, researchers, and students in media and communication, as well as media practitioners.

Collaborative spaces are more than physical locations of work and production. They present strong identities centered on collaboration, exchange, sense of community, and co-creation, which are expected to create a physical and social atmosphere that facilitates positive social interaction, knowledge sharing, and information exchange. This book explores the complex experiences and social dynamics that emerge within and between collaborative spaces and how they impact, sometimes unexpectedly, on creativity and innovation. Collaborative Spaces at Work is timely and relevant: it will address the gap in critical understandings of the role and outcomes of collaborative spaces. Advancing the debate beyond regional development rhetoric, the book will investigate, through various empirical studies, if and how collaborative spaces do actually support innovation and the generation of new ideas, products, and processes. The book is intended as a primary reference in creativity and innovation, workspaces, knowledge and creative workers, and urban studies. Given its short chapters and strong empirical orientation, it will also appeal to policy makers interested in urban regeneration, sustaining innovation, and social and economic development, and to managers of both collaborative spaces and companies who want to foster creativity within larger organizations. It can also serve as a textbook in master’s degrees and PhD courses on innovation and creativity, public management, urban studies, management of work, and labor relations.

The media and entertainment industry (MEI) differs significantly from traditional industries in many respects. Accordingly, the management of strategy, marketing and other business practices in the MEI necessitates a unique approach. Sunghan Ryu offers students focused and relevant insights into critical topics, illustrated by vivid examples from the MEI. Unlike typical introductory textbooks on business and management, this book does not overemphasize complicated layers of theory. Instead, it presents essential concepts and frameworks in a digestible manner and supplements them with opportunities to apply this knowledge to real-world cases. The textbook demonstrates how knowledge can be constructively implemented in business and management scenarios. It is structured into 12 chapters, divided into five core modules: (1) Overview of the MEI, (2) The Fundamentals of Management, (3) Marketing Management, (4) Digital Business and Management, and (5) New Business Models and Entrepreneurship. Students will gain the ability to explain key concepts and frameworks across core business and management domains and develop analytical skills through diverse real-world cases in the MEI. Based on this knowledge, they will be equipped to identify management-related issues in the MEI and arrive at practical and effective solutions. This book is an essential guide for students who wish to understand business and management in the dynamic world of the MEI.

This shortform book defines and situates the role of Public Relations as a creative industry and discusses the trends and issues that the sector is facing within the wider context of the Creative Industries. Traversing and distilling both industry and scholarly research, the author will call on perspectives from a range of areas, including creativity, psychology, advertising, and marketing. Creativity and innovation are crucial elements in times of profound transformation such as those being experienced nowadays by the PR industry. The ability to generate new ideas is a competitive advantage of organizations. Nevertheless, although traditionally the focus has been on individual creativity, this book highlights the importance of organizational creativity in PR, becoming a result of teamwork and social interaction. This book will be a valuable resource for researchers and scholars looking at how creativity is an important asset in Public Relations. It will also be useful for students of Corporate Communication and Public Relations studies, for both undergraduate and postgraduate programs and PR practitioners who want to increase their creativity, learning from creative techniques and case studies.