Strategic Innovative Marketing

4th IC-SIM, Mykonos, Greece 2015

  • Androniki Kavoura
  • Damianos P. Sakas
  • Petros Tomaras
Conference proceedings

Part of the Springer Proceedings in Business and Economics book series (SPBE)

Table of contents

  1. Front Matter
    Pages i-xxxvi
  2. 2nd Symposium on Transportation Marketing: Trends and Future Directions

  3. 5th Symposium on Management Challenges (IANOS): Crisis Kills or Links?

    1. Front Matter
      Pages 55-55
    2. Panagiotis Trivellas, Nikolaos Kakkos, Ilias Santouridis
      Pages 57-63
    3. D. Belias, D. Kyriakou, Athanasios Koustelios, K. Varsanis, G. Aspridis
      Pages 65-71
    4. D. Belias, Athanasios Koustelios, K. Varsanis, D. Kyriakou, L. Sdrolias
      Pages 81-87
    5. Panagiotis Trivellas, Nikolaos Kakkos, Labros Vasiliadis, Dimitrios Belias
      Pages 89-95
    6. Dimitrios Mitroulis, Fotis Kitsios
      Pages 97-105
  4. 3rd Destination and Cultural Marketing Symposium: Trends and Future Outlook

    1. Front Matter
      Pages 107-107
    2. Konstantinos Danias, Angelika Kyrimi, George Marmarokopos
      Pages 109-114
    3. Zoe-Charis Belenioti, Chris A. Vassiliadis
      Pages 115-121
    4. M. Siakalli, A. Masouras, C. Papademetriou
      Pages 123-129
    5. Gökçe özdemir, Duygu Türkmenoğlu
      Pages 131-137
    6. Ruben Molina, Melissa Ochoa, Jorge Victor Alcaraz
      Pages 139-144
    7. George Bithas, Damianos P. Sakas
      Pages 153-158
    8. George Bithas, Damianos P. Sakas, Konstadinos Kutsikos
      Pages 159-164
    9. Iordanis Kotzaivazoglou, Dimitrios Pascaloudis, Stella Sylaiou, Dafni-Maria Nerantzaki, Eleni Mantzirtzi
      Pages 173-179
    10. Viliam Lendel, Anna Závodská, Veronika Šramová
      Pages 181-187
    11. Petros Tomaras, John Tsalikis
      Pages 211-216
  5. 2nd Marketing Communication in SMEs

  6. 2nd Marketing in Entrepreneurship

    1. Front Matter
      Pages 243-243
    2. Yener Girisken, E. Eser Telci, Esra Arikan, Efstathios Kefallonitis
      Pages 253-258
  7. Business Modelling

    1. Front Matter
      Pages 273-273
    2. Eirini Aivazidou, Naoum Tsolakis, Dimitrios P. Vlachos, Eleftherios Iakovou
      Pages 275-281
    3. Charalampos Tziogas, Patroklos Georgiadis, Naoum Tsolakis, Charalampos Yakinthos
      Pages 291-297
    4. Ioannis C. Drivas, Aikaterini I. Damaskinou, Damianos P. Sakas
      Pages 299-307
    5. Marie Pavláková Dočekalová, Jana Hornungová
      Pages 331-336
    6. Olga-Eleni Astara, Christina Beneki, Roido Mitoula, Petros Kalantonis
      Pages 337-345

About these proceedings


This book presents the latest on the theoretical approach of the contemporary issues evolved in strategic marketing and the integration of theory and practice. It seeks to make advancements in the discipline by promoting strategic research and innovative activities in marketing. The book highlights the use of data analytics, intelligence and knowledge-based systems in this area. In the era of knowledge-based economy, marketing has a lot to gain from collecting and analyzing data associated with customers, business processes, market economics or even data related to social activities. 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. 

Among the topics covered include innovative tourism marketing strategies, marketing communications in small and medium-sized enterprises (SMEs), the use of business modeling, as well as reflecting on the marketing trends and outlook for all transportation industry segments. The papers in this proceedings has 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 compiles their contributions to the field, highlighting the exchange of insights on strategic issues in the science of innovation marketing.


Digital Marketing Innovations in Online Marketing Market Research Marketing Analytics Marketing Information Systems Marketing Technological Innovation Marketing and Electronic Commerce Mobile Marketing Social Media Marketing Strategic Marketing Management

Editors and affiliations

  • Androniki Kavoura
    • 1
  • Damianos P. Sakas
    • 2
  • Petros Tomaras
    • 3
  1. 1.Technological Educational Institute of Athens EgaleoGreece
  2. 2.Dept. of Computer Science & TechnologyUniversity of PeloponneseTripoliGreece
  3. 3.Technological Educational Institute of Athens EgaleoGreece

Bibliographic information

Industry Sectors
Chemical Manufacturing
IT & Software
Consumer Packaged Goods
Finance, Business & Banking