Strategic Innovative Marketing 5th IC-SIM, Athens, Greece 2016
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 cont
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Androniki Kavoura Damianos P. Sakas Petros Tomaras Editors
Strategic Innovative Marketing 5th IC-SIM, Athens, Greece 2016
Springer Proceedings in Business and Economics
More information about this series at http://www.springer.com/series/11960
Androniki Kavoura ⋅ Damianos P. Sakas Petros Tomaras Editors
Strategic Innovative Marketing 5th IC-SIM, Athens, Greece 2016
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Editors Androniki Kavoura T.E.I. of Athens Athens Greece
Petros Tomaras T.E.I. of Athens Athens Greece
Damianos P. Sakas Department of Computer Science and Technology University of Peloponnese Tripoli Greece
ISSN 2198-7246 ISSN 2198-7254 (electronic) Springer Proceedings in Business and Economics ISBN 978-3-319-56287-2 ISBN 978-3-319-56288-9 (eBook) DOI 10.1007/978-3-319-56288-9 Library of Congress Control Number: 2017937285 © Springer International Publishing AG 2017 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Printed on acid-free paper This Springer imprint is published by Springer Nature The registered company is Springer International Publishing AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
Preface
Aims and Scope of the Conference The 5th International Conference on Strategic Innovative Marketing 2016 took place in Athens, Greece, during September 23–26, 2016. IC-SIM is an international interdisciplinary conference focusing on the theoretical approach of the contemporary issues evolved in strategic marketing and the integration of theory and practice. More than 325 pre-registered authors submitted their work in the conference. IC-SIM 2016 finally accepted and hosted 102 original research papers, after a double-blinded peer-review process. During the conference, 14 workshops were held in order to advance and contribute to specific research areas in the field of innovative marketing. The conference aims at creating a forum for further discussion
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