Overview

In global commerce, marked by the relentless advance of digital technology, businesses find themselves constantly challenged to devise innovative and disruptive marketing strategies. Adapting to these changes is no longer a choice but a necessity. To thrive, companies must remain vigilant, updating their resources and adopting emerging trends with unwavering agility. Contemporary Trends in Innovative Marketing Strategies explores the demands and dynamics of modern marketing. This book is tailored to meet the needs of students, educators, and managers seeking a profound understanding of today's marketing trends. Firstly, the book delves deep into the current trends steering marketing innovation. It dissects the latest developments that are reshaping the marketing landscape, identifies pivotal trends, and elucidates their ramifications for businesses. Secondly, the book embarks on a journey to explore innovative marketing strategies engineered to confront contemporary business challenges and seize emerging opportunities. It unlocks novel approaches that adeptly cater to the market, providing insights into strategic frameworks, methodologies, and practices. Lastly, the book illustrates these concepts with real-world case studies, offering proof of innovative marketing's successful applications across diverse business sectors. These cases serve to inspire and demonstrate how innovative marketing strategies can be put into action, resulting in tangible outcomes. This book is designed for a diverse audience, including academics and students keen on exploring the latest trends in innovative marketing, educators searching for compelling case studies to enhance their teaching materials, and practitioners eager to bridge the gap between research and practical application in innovative marketing. Its contents span a wide array of topics at the forefront of marketing innovation. Key themes encompass digital marketing strategies, sustainability-driven marketing, the marriage of data analytics and marketing intelligence, and the impact of emerging technologies on marketing strategies. Additionally, it delves into the challenges and best practices of driving marketing innovation within organizations, touching on subjects such as entrepreneurship, supply chain management, and internal marketing.

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Author Information

Belem Barbosa received her PhD in Business and Management Studies – Specialisation in Marketing and Strategy from the University of Porto, Portugal. She is Assistant Professor at the School of Economics and Management of the University of Porto. She is full researcher at GOVCOPP, the Research Unit of Governance, Competitiveness, and Public Policies, and Invited Researcher at cef.up Center for Economics and Finance at the University of Porto. Her research interests lie primarily in the areas of digital marketing and consumer behavior.

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