Drivers of User Engagement in Influencer Branding

The knowledge on how to influence user engagement metrics and thereby brand visibility plays a crucial role in influencer branding – both for social media influencers as well as marketers. Based …

Green Marketing in Emerging Markets

Green marketing has risen in prominence over recent years as corporations face calls to lower their carbon footprint, engage in socially responsible practices, and promote sustainable ways of condu…

Omni-Channel Retailing

Amelie Winters investigates omni-channel strategies in retail and provides new insights and important implications for researchers and managers based on theoretical considerations and empirical ana…

Conference Proceedings Trends in Business Communication 2020

The conference proceedings Trends in Business Communication 2020 presented here show a small selection of the wide range of current research topics in the field of marketing and communication. The …

BASIC MARKETING RESEARCH, 7e

Edition

7th

ISBN/ISSN

978-1-4390-4140-6

Collation

xxvi, 991 p. ; 28 cm

Series Title

-

Call Number

658.8 Chu b

The Art of Digital Marketing for Fashion and Luxury Brands

This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purcha…

Product Innovation Management

This book offers new insights into the complex set of activities and decisions of product innovation management. It provides concepts, methods, and tools that can help accelerate the introduction o…

Smart Services Summit

This book offers state-of-the-art descriptions of intelligent service innovations in industry, supported by novel scientific approaches. It gathers findings presented at the 3rd Intelligent Service…

Managing Industrial Services

The increasing importance of industrial services and rapid digitalization towards smart and remote services pose opportunities as well as challenges to the manufacturing sector. This book provides …

Platform Business Models

This book introduces platform firms as unique business models. Leveraging on the early literature on network economics and strategy frameworks, this book explores how platform business firms evolve…

Understanding China’s Real Estate Markets

China’s economy has been transforming rapidly over the last 25 years. As a result, Chinese conurbations have changed remarkably, with cities expanding both vertically and horizontally, and the ph…

Chinese Local New Luxury Brands in a Digitally Empowered Era

This book focuses on the development and trends of Chinese local luxury industry in the digital era, which brings a new round of manufacturing transformation and upgrading, as well as development o…

B2B Marketing

This unique book comprehensively presents the current state of knowledge, theoretical and practical alike, in the field of business-to-business (B2B) marketing. More than 30 of the best and most re…

Cause-Related Marketing

This textbook uses a case study approach to present a variety of cause-related marketing campaigns that have been developed by companies, and NGOs. These innovative case studies help students under…

Organisational Buying

Organisational buying is the purchase of goods and/ or services, by one or more individuals acting on behalf of the buyer firm, after a formal or informal consideration of purchase alternatives, an…

The Corporate Newsroom

Breaking down barriers, creating transparency in digital communication and effectively targeting different audiences is critical to today’s successful organisations. Establishing a Corporate News…

Focus

This book assesses the strategy challenges faced by executives in formulating strategy and driving execution. The authors present seven inhibitors of strategy effectiveness in companies large and s…

Digital Transformation in the Cultural Heritage Sector

This book devises an alternative conceptual framework to understand digital transformation in the cultural heritage sector. It achieves this by placing a high importance on the role of technology i…

Social Big Data Analytics

This book focuses on data and how modern business firms use social data, specifically Online Social Networks (OSNs) incorporated as part of the infrastructure for a number of emerging applications …

The Impact of the Digital Consumer's Emotional Intelligence in Relation to th…

The study on the impact of the digital consumer's emotional intelligence based on the moral values promoted in e-business presents an actual interdisciplinary topic in the context of the digital ag…

Strategic Innovative Marketing and Tourism in the COVID-19 Era

This book presents the latest findings of researchers from around the globe who presented their work at the 9th International Conference on Strategic Innovative Marketing and Tourism in the Covid-1…

Online Impulse Buying and Cognitive Dissonance

Consumers’ beliefs and attitudes towards online sales significantly influence buying behavior on the internet. However, the impact of these thoughts and beliefs on the decision to make an online …

Strategic Social Media Management

This textbook provides a lively introduction to the fast-paced and multi-faceted discipline of social media management with international examples and perspectives. Aside from focusing on practical…

H2H Marketing

In H2H Marketing the authors focus on redefining the role of marketing by reorienting the mindset of decision-makers and integrating the concepts of Design Thinking, Service-Dominant Logic and Digi…

A Business History of the Bicycle Industry

Through a historical analysis of the bicycle industry, this book explores how the bicycle was developed, manufactured and marketed, from its origins in the late nineteenth century to the present da…

Technology Adoption in the Caribbean Tourism Industry

This book investigates the adoption of Information and Communication Technologies (ICTs) in Caribbean travel firms, particularly for sales and marketing purposes. By examining the decision-making p…

Sustainable Businesses in Developing Economies

Trends in cleaner business decisions have resulted in sustainable business models involving society, stakeholders, and consumers. Sustainable choices of companies create competitive differentiation…

PRINCIPLES OF MARKETING, FOURTEENTH EDITION

Edition

14th

ISBN/ISSN

978-0-273-77982-7

Collation

636 p.; 27 cm.

Series Title

-

Call Number

658.8 Kot p

MARKETING MANAGEMENT, A Strategic Decision- Making Approach, Eighth Edition

-

Principles of Marketing, FIFTEENTH EDITION

Edition

15th

ISBN/ISSN

978-0-273-78699-3

Collation

716 p.; 28 cm

Series Title

-

Call Number

658.8 Kot p