Sales and marketing

This book explores the concept of advertising and the different ways advertising is understood and evaluated.

This book explores the concept of advertising and the different ways advertising is understood and evaluated.

This book provides a comprehensive overview of the role of immersive technology with multiple sectoral perspectives, such as entertainment, education, health care, and more.

This book provides a comprehensive overview of the role of immersive technology with multiple sectoral perspectives, such as entertainment, education, health care, and more.

The development of several AI solutions has revolutionized the way in which consumers behave.

The development of several AI solutions has revolutionized the way in which consumers behave.

This book presents new global research on transmedia storytelling as a form of brand communication.

This book examines users' digital content contribution and consumption behavior from a social perspective.

This book presents new global research on transmedia storytelling as a form of brand communication.

This book explores how cultural and social influences affect consumer decision making with a focus on uncertainty avoidance, rituals, and external threats.

This book examines users' digital content contribution and consumption behavior from a social perspective.

This book is a call to adopt more ethical, sustainable, and consumer-focused approaches in the digital era.

SMEs represent more than 95% of businesses operating in global markets.

This book explores how cultural and social influences affect consumer decision making with a focus on uncertainty avoidance, rituals, and external threats.

SMEs represent more than 95% of businesses operating in global markets.

This book explores the challenges in adopting customer relationship management (CRM) models in developing countries, with a focus on Palestine.

This book consolidates under one roof the latest research investigating the various technological advances and new managerial approaches driving innovation within wine tourism.

In previous books, the author has investigated rivalry in the context of sport and non-sport settings.

Through in-depth case studies, this book seeks to reveal the secret of Huawei's rapid growth.

This book constitutes the proceedings of the 9th International Conference on Digital Economy, ICDEc 2024, held in Rabat, Morocco, during May 9-11, 2024.

This book contains a collection of teaching cases that study and emphasise how twenty-first-century businesses address and satisfy the needs and wants of socially conscious consumers while remaining profitable.

This book chronicles the role of travel intermediaries: global distribution systems (GDS), travel management companies (TMC), and online travel agencies (OTA) in the distribution of travel products.

A guide to successful community moderation exploring everything from the trenches of Reddit to your neighborhood Facebook page.

The book examines the use of nostalgia as a marketing lever that can potentially affect consumer behavior.

This book is an easily accessible and comprehensive guide which helps make sound statistical decisions, perform analyses, and interpret the results quickly using Stata.

This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2021), held at University of La Laguna, Tenerife, Spain, during December 2-4, 2021.

This book consolidates under one roof the latest research investigating the various technological advances and new managerial approaches driving innovation within wine tourism.

Through in-depth case studies, this book seeks to reveal the secret of Huawei's rapid growth.

The book examines the use of nostalgia as a marketing lever that can potentially affect consumer behavior.

This book introduces entrepreneurship as a concept that is popular in the general media but also in academic study.

This book introduces entrepreneurship as a concept that is popular in the general media but also in academic study.

This book documents the recent post-pandemic era business innovation research in Vietnam bringing together selected works from the 2022 'International Conference on Business Innovation: Business Innovation in a Post-pandemic World' held at RMIT University in Vietnam.

For every company that is active internationally, a systematically operated cross-national marketing management is indispensable in order to secure its own existence in the long term.

In the ever-evolving landscape of digital marketing, influencer marketing has emerged as a game-changer, captivating audiences and driving brand engagement like never before.

This book documents the recent post-pandemic era business innovation research in Vietnam bringing together selected works from the 2022 'International Conference on Business Innovation: Business Innovation in a Post-pandemic World' held at RMIT University in Vietnam.

For every company that is active internationally, a systematically operated cross-national marketing management is indispensable in order to secure its own existence in the long term.

This book presents strategies that put the customer at the center of an enterprise.

This book represents the work of some of the contemporary world leaders in marketing.

This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2020), held at ISCTE - University Institute of Lisbon, in the city of Lisbon in Portugal, between 8 and 10 October 2020.

In previous books, the author has investigated rivalry in the context of sport and non-sport settings.

This book contains a collection of teaching cases that study and emphasise how twenty-first-century businesses address and satisfy the needs and wants of socially conscious consumers while remaining profitable.

This book consolidates case study based research in tourism, travel, hospitality, and events under one roof.