Digital Era: How marketing communication develops business innovation: Case studies

The explosive growth of new media and the multiple and diverse means of communications are changing consumers and brands. Digitalisation is a growing reality. As per April 2019, there were 4.437 billion internet users (around 58% of the worldwide population) and 3.499 billion active social media users. Not only is the setting changing, but also consumers' profiles and roles. Researchers have identified some emerging trends that are leading firms to change the way they communicate to consumers and develop new and innovative businesses. In this chapter, the authors present a general perspective of marketing communication and how it will affect business innovation, discuss the existing paradigm shift in marketing communication, and introduce a case study which applies some of the more recent techniques.info:eu-repo/semantics/publishedVersio

Policy modeling methodologies

The process to develop sustainable public policies is done by public authorities ensuring the involvement of all stakeholders. ICT is rarely included in most of the today's applied policymaking processes. Other process definitions with a focus on ICT inclusion in policy modeling still exist, but they are not well defined. This chapter gives an overview of the existing policy modeling process types and explains their major foci and how they consider ICT and the practical process in public authorities. Afterwards, based on these descriptions, the general requirements on a new ICT-oriented policy modeling process that allows the inclusion of ICT into a valid and useful process for public authorities is given

Health-Related communication and rare diseases

Rare diseases are often characterized as diseases with low prevalence in population that stem from genetic disorders or environment conditions. As a result of its low prevalence and lack of knowledge of its causes, symptoms, and/or treatment, patients’ access to healthcare, and their quality of life may be affected. A key challenge is also the physician-patient interaction that differs from traditional medical care settings by demanding physicians’ experience in dealing, for example, with psychological problems associated with the diagnosis process. Information and Communication Technologies can facilitate the interaction between the sources of information and patients, overcoming geographical distances. This chapter discusses the role of Information and Communication to extract health data in rare diseases and reinforce physician-patient interactions. It argues that Information and Communication are crucial to meet patients’ needs, drivers, and decision-making that tend to occur during the patient’s journey (pre-diagnosis, diagnosis, and post-diagnosis)