TY - BOOK ID - 15992576 TI - Strategic Innovative Marketing : 5th IC-SIM, Athens, Greece 2016 AU - Kavoura, Androniki. AU - Sakas, Damianos P. AU - Tomaras, Petros. PY - 2017 SN - 3319562886 3319562878 PB - Cham : Springer International Publishing : Imprint: Springer, DB - UniCat KW - Business. KW - Marketing. KW - Information technology. KW - Business KW - Business and Management. KW - IT in Business. KW - Information Systems Applications (incl. Internet). KW - Data processing. KW - Marketing KW - Decision making KW - Management KW - Consumer goods KW - Domestic marketing KW - Retail marketing KW - Retail trade KW - Industrial management KW - Aftermarkets KW - Selling KW - IT (Information technology) KW - Technology KW - Telematics KW - Information superhighway KW - Knowledge management KW - Business—Data processing. KW - Application software. KW - Application computer programs KW - Application computer software KW - Applications software KW - Apps (Computer software) KW - Computer software KW - Business information services. KW - Computer and Information Systems Applications. KW - Business enterprises KW - Information services UR - https://www.unicat.be/uniCat?func=search&query=sysid:15992576 AB - This proceedings volume presents the latest on the theoretical approach of the contemporary issues evolved in strategic marketing and the integration of theory and practice. It highlights strategic research and innovative activities in marketing. The contributed chapters are concerned with using modern qualitative and quantitative techniques based on information technology used to manage and analyze business data, to discover hidden knowledge and to introduce intelligence into marketing processes. This allows for a focus on innovative applications in all aspects of marketing, of computerized technologies related to data analytics, predictive analytics and modeling, business intelligence and knowledge engineering, in order to demonstrate new ways of uncovering hidden knowledge and supporting marketing decisions with evidence-based intelligent tools. The chapters from the proceedings of the 5th International Conference on Strategic Innovative Marketing 2016 cover areas such as social media marketing innovation, sustainable marketing, customer satisfaction strategies, customer relationship management, marketing research and analytics. The papers have been written by scientists, researchers, practitioners and students that demonstrate a special orientation in strategic marketing, all of whom aspire to be ahead of the curve based on the pillars of innovation. This proceedings volume shares their recent contributions to the field and showcases their exchange of insights on strategic issues in the science of innovation marketing. ER -