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 …
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…
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…
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…
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 …
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…
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…
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…
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…
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…
The study proposes and empirically validates an integrated model of leisure visitors’ destination brand associations that can guide destination marketing and branding activities for both, the bra…
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…
Breaking down barriers, creating transparency in digital communication and effectively targeting different audiences is critical to today’s successful organisations. Establishing a Corporate News…
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…
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…
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 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…
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…
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 …
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…
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…
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…
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…
Trends in cleaner business decisions have resulted in sustainable business models involving society, stakeholders, and consumers. Sustainable choices of companies create competitive differentiation…
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