Kavoura, Androniki

Strategic Innovative Marketing

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Table of contents

Part I. 2nd Symposium on Transportation Marketing: Trends and Future Directions

1. Ambient Media in the View of the General Public and Their Relation to this Communication Form
Tomáš Šula, Milan Banyár

2. Generation Y Marketing—The Path to Achievement of Successful Marketing Results Among the Young Generation
Viliam Lendel, Eva Siantová, Anna Závodská, Veronika Šramová

3. Blueprinting an Event and Tourist Service Marketing Strategy: The Case of the SMF Greek Tourism Small-Scale Sport Event
Gkarane Sofia, Vassiliadis Chris

4. The Role of Gender in the Construction of Self Through Fashion Brands
Sonyel Oflazoğlu

5. Bologna Efforts to Promote Skills and Competences in Higher Education and the Greek Context
Sofia Asonitou, Harris Tromaridis

6. Core Skills as Marketing and Management Tools: Evidence from the Tourism Sector
Sofia Asonitou, Ourania Vitouladiti

Part II. 5th Symposium on Management Challenges (IANOS): Crisis Kills or Links?

7. Knowledge Management and Employee General Competencies in Accounting Firms
Panagiotis Trivellas, Nikolaos Kakkos, Ilias Santouridis

8. Personal Characteristics and Job Satisfaction of Greek Banking Employees
D. Belias, D. Kyriakou, Athanasios Koustelios, K. Varsanis, G. Aspridis

9. Social Networking Sites’ Usage in a Period of Crisis. A Segmentation Analysis of Greek College Students
I. Antoniadis, I. Koukoulis, P. Serdaris

10. Personal Characteristics and Organizational Culture of Greek Banking Employees
D. Belias, Athanasios Koustelios, K. Varsanis, D. Kyriakou, L. Sdrolias

11. Sustainability, Social Marketing and Host Attitudes About Tourism in the City of Larissa
Panagiotis Trivellas, Nikolaos Kakkos, Labros Vasiliadis, Dimitrios Belias

12. Led to Change or Change to Lead?
Dimitrios Mitroulis, Fotis Kitsios

Part III. 3rd Destination and Cultural Marketing Symposium: Trends and Future Outlook

13. An Innovative Promotional Tactic to Enhance TV Viewership Using Social Media
Konstantinos Danias, Angelika Kyrimi, George Marmarokopos

14. Branding in the New Museum Era
Zoe-Charis Belenioti, Chris A. Vassiliadis

15. e-Marketing in the Hotel Industry: Marketing Mix Strategies
M. Siakalli, A. Masouras, C. Papademetriou

16. IMC Strategies of Festivals in Destination Branding
Gökçe özdemir, Duygu Türkmenoğlu

17. Tourism Innovation: Theoretical and Empirical Review
Ruben Molina, Melissa Ochoa, Jorge Victor Alcaraz

18. The Communication Role of the ‘Imagined Communities’ in the Promotion of International Events
Androniki Kavoura, Damianos P. Sakas

19. e-services Development in the Collaborative World
George Bithas, Damianos P. Sakas

20. Business Transformation Through Service Science: A Path for Business Continuity
George Bithas, Damianos P. Sakas, Konstadinos Kutsikos

21. The Concept of Corporate Reputation Assessment Model—The Stock Market Investors Perspective
Tomasz L. Nawrocki, Danuta Szwajca

22. How Nonprofit Organizations in Greece Are Using Facebook as a Public Relations Tool
Iordanis Kotzaivazoglou, Dimitrios Pascaloudis, Stella Sylaiou, Dafni-Maria Nerantzaki, Eleni Mantzirtzi

23. Specifics of Marketing in the Process of Reintegration of Slovak Researchers
Viliam Lendel, Anna Závodská, Veronika Šramová

24. Eye Tracking Measuring of Visual Perception of Erotic Appeals in the Content of Printed Advertising Communications and Analysis of Their Impact on Consumers
Tomáš Šula, Milan Banyár, Martina Juříková

25. Perceived Behavioural Control in the Theory of Planned Behaviour: Variability of Conceptualization and Operationalization and Implications for Measurement
Stavros Kiriakidis

26. The Cultural Organizations’ Revival Lies in the Use of Business Management Strategy. The Case Study of Greek Local Cultural Organizations
Lamprini Trivella, Dimitrios K. Nasiopoulos, Panagiotis Trivellas

27. Priming Effects on Cross-Cultural Business Ethical Perceptions
Petros Tomaras, John Tsalikis

Part IV. 2nd Marketing Communication in SMEs

28. Understanding Journalists on Twitter: The Czech Case
David Klimeš

29. The Relation of Knowledge Management and Marketing Communication of Small and Medium-Sized Producers in the Segment of Outdoor Clothing in the Czech Republic
Pavel Mráček, Martin Mucha

30. Reverse Logistics in Marketing Campaigns
František Milichovský

Part V. 2nd Marketing in Entrepreneurship

31. Competitive Strategies and Managers’ Perceptions in Greek Food Manufacturing Firms
Ourania Notta, Aspasia Vlachvei

32. The Perception of Warning Signs at Different Cultures
Yener Girisken, E. Eser Telci, Esra Arikan, Efstathios Kefallonitis

33. Humour—The Strongest Emotional Appeal in Advertising
Pavel Horňák

34. The Links Among Quality, Service Recovery, Value, and Loyalty on the Internet
Emel Kursunluoglu Yarimoglu

Part VI. Business Modelling

35. Water Footprint Mitigation Strategies for Agrifood Products: The Application of System Dynamics in Green Marketing
Eirini Aivazidou, Naoum Tsolakis, Dimitrios P. Vlachos, Eleftherios Iakovou

36. The Role of Perceived Risk in Online Information Search and Pre-purchase Alternative Evaluation of Products with Significant Experiential Attributes
Gabriela Balladares, Francesc Miralles, Chris Kennett

37. Electricity Pricing Mechanism in a Sustainable Environment: A Review and a System Dynamics Modeling Approach
Charalampos Tziogas, Patroklos Georgiadis, Naoum Tsolakis, Charalampos Yakinthos

38. Strategic Communication Process for Sustainable Entrepreneurial Environment in Nonprofit Organizations
Ioannis C. Drivas, Aikaterini I. Damaskinou, Damianos P. Sakas

39. Corporate Competitiveness Based on Sustainability and CSR Values: Case Studies of Spanish MNCs
Lopez Belen, Villagra Nuria

40. Motivations for Participation and e-WOM Among Supporters of Crowdfunding Campaigns
Camille Lacan, Pierre Desmet

41. Changes in the Legal System of the Non-governmental Organizations in the Czech Republic and the Possibilities for Innovation of Communication Policy in the Non-profit Sector
Marcela Göttlichová

42. Environmental Reporting as a Part of a Marketing Communication
Marie Pavláková Dočekalová, Jana Hornungová

43. Corporate Social Responsibility and Financial Performance Within the Business Sector in Greece
Olga-Eleni Astara, Christina Beneki, Roido Mitoula, Petros Kalantonis

Part VII. Healthcare Services: Special Aspects and Challenges in an Evolving Environment

44. Management of Medical Crisis Events Using ICT Tools
Emmanouil Zoulias, Georgia Moutzouropoulou, Charalampos Platis

45. Long-Term Cancer Patient Care: “New Insight on Training Needs for Health Professionals in Today’s Greece”
George Pierrakos, G Tzamalouks, D Latsou, A Goula, J Pateras, S Asonitou, C Platis

46. Leadership Capabilities and their Effect on Job Performance, an Approach in Healthcare Sector
Charalampos Platis, Emmanouil Zoulias

47. Medical Brain Drain in Debt-Stricken Greece: Is There a Way to Address It?
Iordanis Sidiropoulos, Konstantinos Paschos, Charalampos G. Platis, Petros A. Kostagiolas

48. The Importance of Family Planning and the Development of a Robust Network of Relative Centers in the Greek National Health System
Konstantinos Paschos, Iordanis Sidiropoulos, Charalambos G Platis, Petros A Kostagiolas

49. Assessment of Inhabitants’ Health Care Needs in Local Community
George Pierrakos, D. Latsou, C. Platis, A. Goula, A. Giovani, J. Pateras

Part VIII. Innovation and Knowledge-Based Entrepreneurship

50. The Role of Marketing Interventions in Fostering the Diffusion of Green Energy Technologies
Charalampos Tziogas, Naoum Tsolakis, Patroklos Georgiadis, Charalampos Yakinthos

51. Analysis of the Characteristics of Knowledge-Intensive Firms in Greece
Vasilis Tassis, Theodosia Tassi, Spyros Zois, Stella Souchla, Giorgos Maroulas

52. A Comparative Analysis of Knowledge-Based Firms in High-Tech Sectors and Knowledge Intensive Business Services
Lefteris Papadimitriou, Konstantinos Mpartzeliotis, Stavros Nikas, Mike Vessala

53. Reporting of Human Capital as One of the Corporate Social Responsibility Areas
Wojciech Kozioł

Part IX. Strategic Marketing of Heritage, Cultural and Architectural Tourism

54. Food Experiences: The Oldest Social Network…
Teresa Tiago, Francisco Amaral, Flávio Tiago

55. Tourism Events: The SATA Rallye Azores in Facebook and Twitter
Sandra Faria, Teresa Tiago, Flávio Tiago, João Pedro Couto

56. Cultural Festivals on Sites of Cultural Heritage as a Means of Development of Alternative Forms of Tourism
Loukia Martha, Charalampia Agaliotou, Panagiotis Panos

57. Regional Museums as Centers of Strengthening the Local Cultural Identity and as Tourist Attraction. The Case Study of the Display and the Educational Program of the Archaeological Collection of Thespies (Biotia, Greece)
Popi Georgopoulou, Elpiniki Riga

58. Cultural Policy and Marketing Management: The Case Study of New Museum of Acropolis
Evangelos Papoulias, Theoklis-Petros Zounis

Part X. Symposium on Business Informatics and Modelling

59. Information Systems Engineering and Knowledge-Based Enterprise Modelling: Towards Foundations of Theory
Saulius Gudas

60. Modeling the Promotion Process of Academic Conferences Through Social Media
John Hlias Plikas, Dimitrios K. Nasiopoulos, Damianos P. Sakas, Dimitrios S. Vlachos

61. Merchandizing IT Products via Social Networks. Modeling and Simulation of the Procedures
Theodora Papadopoulou, Dimitrios K. Nasiopoulos, Dimitrios S. Vlachos

62. The Contribution of Social Media in the Management of Social Relations with Customers. Modelling and Simulation of the Problem
John Hlias Plikas, Dimitrios K. Nasiopoulos, Despina S. Giakomidou

63. Modeling of Market Segmentation in Social Networks and Media
Alexandros A. Plessias, Dimitrios K. Nasiopoulos, Despina S. Giakomidou

64. Modeling of B2C Communication Strategies in Electronic Commerce
Dimitrios K. Nasiopoulos, Deltouzou Ioanna, Galanis Lida, Papailiou Paraskevi, Despina S. Giakomidou

65. Robots in the Hospital Setting: A Case Study
Kalyani Ankem, Joshua Turpin

66. A Case Study on the Use of 3-D Printing Technologies in an Educational Institution
Vishal Uppala, Kalyani Ankem

67. Information Systems Phases and Firm Performance: A Conceptual Framework
Maria Kamariotou, Fotis Kitsios

68. Complex Dynamics of Single Agent Choice Governed by Dual-Channel Multi-Mode Reinforcement Learning
Ihor Lubashevsky, Arkady Zgonnikov, Sergey Maslov, Namik Goussein-zade

69. Blended Learning and Business Modeling in Technical Translation Studies
Ekaterina Sosnina

70. Creation Technologies for Smart Hypertextual Tutorials in Intercultural Educational Space
Tamara V. Kuprina, Natalia Yu. Nevraeva

71. The Use of Individual Learning Styles in e-Learning
Y. Taratukhina, Sarapulova E. Lavrenova

72. On Communicative and Didactic Aspects of Mapping An Individual Study Pathway in Electronic Educational Environment
Y. Taratuhina, M. Markaryan, S. Bezus

73. Information Communication Technology (ICT) in Open and Distance Learning (ODL): A Tool with Potentials in the Field of Education. The Case Study of Greek Educational Institutions
Lamprini Trivella

74. Instrument For Coordination of Social Groups For Increase in Effectiveness in Smart Education
Y. Taratuhina, Z. Avdeeva, S. Filatov, F. Paputinsky

75. Legal Aspects of the Use of Educational and Scientific Information Posted on the Internet for Organizing e-Learning According to the Russian Example
Z. Anna, E. Vladimir

76. Protection of Confidential Information in Educational Information Environments
Zharova Anna, Elin Vladimir

77. Best Practices for a Scientific Seminar in Business Process Management for Master Students at Russian University
Nikolay Kazantsev, Yaroslav Gorchakov, Yulia Bilinkis (Stavenko), Dmitry Torshin

Part XI. Symposium on Integrated Information

78. Communication Role for Applying Anchoring Pricing in the Information Sector
Dimitriou Anastasia, Emmanouilidi Maroulia, Damianos P. Sakas

79. An Analytical Framework for the Analysis of an Information Economy
Volha Pashkevich, Darek M. Haftor

80. The Use of Social Media for Private Concerns in Organizations: An Interview Study
Johanna Gunnlaugsdottir

81. Toward an Integrated Approach to Information Management: A Literature Review
Niki Chatzipanagiotou

82. Assessing Library Anxiety in Undergraduate Students Using the Greek Library Anxiety Scale (G-LAS)
Konstantinos-Anastasios Doris, Paraskevi-Anna Provata, Eftichia Vraimaki

83. Retrieval and Dissemination of Information in Distributed and Wireless Environments
Christos Skourlas, Anastasios Tsolakidis, Eleni Galiotou, Nikitas N. Karanikolas, Petros Belsis, Dimitris Vassis, Argyro Kampouraki

84. The Design of a Knowledge Base for the Prevention of Bullying in Elementary School
Christos Skourlas, Panayiotis Kazilas, Garyfalia Vasileiou, Eleni Galiotou

85. Information Technology Literacy for Deaf and Hard of Hearing Students in Higher Education
Catherine Marinagi, Christos Skourlas, Anastasios Tsolakidis

86. A Framework for Communities of Practice in Radiotherapy
Petros Belsis, Argyroula Christopouloy, Christos Skourlas, Anastasios Tsolakidis

87. Integration of Descriptive and Spatial Data to Rank Public Buildings According to Their Exposure to Landslide Hazard
Paolino Felice

88. Integration of Descriptive and Spatial Data to Rank Public Buildings According to Their Exposure to Landslide Hazard: A Case Study
Paolino Felice

89. Hypatia Digital Library: A Text Classification Approach Based on Abstracts
Frosso Vorgia, Ioannis Triantafyllou, Alexandros Koulouris

90. Reading Clubs: Current Trends and the Case of Greece
Georgios Bikos, Panagiota Papadimitriou

91. Learning Initiative Trends in Higher Education: A Domestic and International Overview
Lorrie Clemo, Jason Macleod, Efstathios G. Kefallonitis

92. Country-of-Origin and Airline Brand Effects: A Study of Brand Associations
Efstathios G. Kefallonitis

93. Trends Affecting e-Learning Experience Management
Jason Macleod, Efstathios Kefallonitis

94. Strategic Innovative Communication Tools in Higher Education
Jason Macleod, Stavros Kyriakidis, Efstathios Kefallonitis, Androniki Kavoura

Keywords: Business and Management, IT in Business, Marketing, Information Systems Applications (incl. Internet)

Publication year
Springer Proceedings in Business and Economics
Page amount
36 pages
Printed ISBN

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