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Ai-driven blue ocean strategies
AI-Driven Blue Ocean Strategies offers business managers, marketers, and entrepreneurs a detailed reference on how to leverage artificial intelligence to create and sustain new Blue Ocean strategies.
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Artificial intelligence in marketing
Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place. Here, leading scholars explore how marketing is currently shaping, and being shaped by, the evolution of Artificial Intelligence (AI).
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Brands hallelujah!
Brands Hallelujah! articulates the sustained cultural relevance and resonance of specific brands by presenting unique case studies that reflect and channel various existential themes e.g., the cultural need for belonging, status, order, meaning, permanence etc. while illustrating their significan...
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Crafting customer experience strategy
Crafting Customer Experience Strategy: Lessons from Asia looks at how Customer Experience Management can be vital in providing a competitive advantage for businesses. This is essential reading for marketing scholars and practitioners looking for insights into improving their customers' experiences.
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Cross-cultural social media marketing
To increase brand awareness, engagement and revenue, companies are acknowledging the importance of integrating social media marketing in their overall marketing strategy. This book consists of a step-by-step guide in using social media successfully in an ever-growing consumer market, domestically...
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Cultural intelligence for marketers
Use advanced cultural insights to transform your marketing strategy and discover what you can do to make your process culturally intelligent and genuinely inclusive.
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Customer encounters on twitter
This book presents a discussion of the properties of customer encounters conducted on brand profiles on Twitter. The author characterizes consumer messages containing positive evaluation and complaints posted on company profiles.
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Dark tourism
Dark Tourism has seen a surge in popularity in the last decade as people seek a richer travel experience, choosing to meaningfully engage with humankind’s more troubling heritage, rather than opting for merely escapist vacations.
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Data engineering for data-driven marketing
Offering a thorough exploration of the symbiotic relationship between data engineering and modern marketing strategies, Data Engineering for Data-Driven Marketing uses a strategic lens to delve into methodologies of collecting, transforming, and storing diverse data sources.
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Developing digital marketing
Developing Digital Marketing: Relationship Perspectives provides a holistic perspective about the role of digital marketing in the global economy, helping readers to understand the shift from traditional marketing to more novel and innovative forms.
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Digital influence on consumer habits
Readers will learn service quality, peer pressure, online reviewers’ effect in the digital environment to aid in understanding the various risks and challenges involved in the digital environment, with examples of changing business and consumer scenario case studies as a result of Digital Transfo...
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Enterprise metaverse
Enterprise Metaverse: Crafting Competitive Advantage in Virtual Realities analyses the strategic and operational implications of virtual worlds that are reshaping business, entertainment, and interpersonal interaction.
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Groundswell, expanded and revised edition
Corporate executives struggle to harness the power of social technologies. Twitter, Facebook, blogs, YouTube are where customers discuss products and companies, write their own news, and find their own deals but how do you integrate these activities into your broader marketing efforts? It's an un...
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Marketing 5.0
Marketing 5.0 introduces academics and marketers to the concept of human-mimicking technologies to create, communicate, deliver, and enhance value across the customer journey.
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Migrant entrepreneurship
Migrant Entrepreneurship delivers an understanding of up-to-date knowledge on the topic of migrant entrepreneurship, addressing the most relevant gaps, and suggesting new directions for research and policy-making so as to have a broad impact on theory and practice.
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Navigating the digital landscape
Rapid digitalization has led to the evolution of customer behaviour and for any business it has become imperative to understand customer behaviour in the digital world – Navigating the Digital Landscape explores a wide range of topics to help the reader harness the positive aspects of digital com...
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New perspectives on critical marketing and consumer society
Digital communication has altered the flow of global information,evolved consumer values and changed consumption practices worldwide.New Perspectives on Critical Marketing and Consumer Society provides an illuminating, challenging and thought-provoking guide for all upper-level students of market...
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Online reputation management in destination and hospitality
Online Reputation Management in Destination and Hospitality’s comprehensive collection of research decodifies the best practices existing in the market, developing innovative strategies for tourism, hospitality, and destination managers to tailor marketing communication strategies to attract atte...
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Strategic tourism planning for communities
From developed to developing nations, the utilization of tourism as a development strategy has been a prevalent practice at both national and local levels. In this compelling read, the authors explore an understanding of how countries envision the future of their tourism sectors and chart a cours...
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Surveys that work
Surveys That Work explains a seven–step process for designing, running, and reporting on a survey that gets accurate results. In a no–nonsense style with plenty of examples about real–world compromises, the book focuses on reducing the errors that make up Total Survey Error—a key concept in surve...
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Sustainability and social marketing issues in asia
Sustainability and Social Marketing Issues in Asia broadens the perspective of the latest trends in 'sustainability' and ‘social marketing’.
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The global private health & fitness business
The Global Private Health & Fitness Business shows the globalization of the health and fitness industry, and its different forms of management according to different countries, the objective being to show the various business models in the fitness industry in seventeen countries around the wo...
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The impact of digitalization on current marketing strategies
Digitalization completely has transformed marketing. It has changed consumption habits, consumer behaviour, and purchasing processes. In addition, it has modified marketing strategies, tactics, and processes, offering a wide range of mechanisms that allow companies, of all types and sizes, to enh...
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The influencer industry
A critical history of the social media influencer’s rise to global prominenceBefore there were Instagram likes, Twitter hashtags, or TikTok trends, there were bloggers who seemed to have the passion and authenticity that traditional media lacked. The Influencer Industry tells the story of how ear...
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The intention economy
Caveat venditorlet the seller bewareWhile marketers look for more ways to get personal with customers, including new tricks with big data,” customers are about to get personal in their own ways, with their own tools. Soon consumers will be able to: Control the flow and use of personal data ...
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The role of ai in consumer decision-making
Through this book, the authors attempt to understand how artificial intelligence can be integrated within products and services in a way that generates value for the consumer.
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The vulnerable consumer
Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place. Here, leading scholars provide new insights, approaches and directions to set out for research on consumer vulnerabilities.
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