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Anning-Dorson, T. (Ed), Hinson, R. E. (Ed), Boateng, H. (Ed), Anani-Bossman, A. (Ed), Kirgiz, A. C. (Ed), Gujral, M. (Ed) (2021)
The first of this two-volume work brings to the fore marketing communication theories and concepts that are prominent in emerging economy contexts, and highlights the …
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Appau, S. (Ed) (2021)
This contributed volume serves as an authoritative reference and guide for anyone looking to study or build a brand in Africa. Despite being touted as the ‘last frontier’ of …
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Waiguny, M. K. (Ed), Rosengren, S. (Ed) (2021)
This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media …
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Mukonza, C. (Ed), Hinson, R. E. (Ed), Adeola, O. (Ed), Adisa, I. (Ed), Mogaji, E. (Ed), Kirgiz, A. C. (Ed) (2021)
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 …
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Schneckenleitner, P. (Ed), Reitberger, W. (Ed), Brunner-Sperdin, A. (Ed), Haller, A. (Ed) (2021)
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 …
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Bruhn, M. (Ed), Hadwich, K. (Ed) (2021)
In diesem Buch setzen sich profilierte Wissenschaftler und Vertreter der Praxis mit dem Einsatz und den Herausforderungen der Künstlichen Intelligenz im Dienstleistungsmanagement …
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Mogaji, E. (Ed), Maringe, F. (Ed), Ebo Hinson, R. (Ed) (2020)
This book explores the key players, challenges and policies affecting higher education in Africa. It also explores the marketing strategies and the students’ selection process, …
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Roy Chaudhuri, H. (Ed), Belk, R. W. (Ed) (2020)
This book critically examines marketization: a phenomenon by which market processes are institutionalized and marketing increasingly pervades all areas of our everyday life. It …
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Ray, S. (Ed), Yin, S. (Ed) (2020)
This book aims to revisit the “traditional” interaction between channel strategies and the marketing mix in a connected world. In particular, it focuses on the following four …
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Syed, J. (Ed), Ying, Y. (Ed) (2020)
Bringing together a collection of interdisciplinary chapters on China’s Belt and Road Initiative (BRI), this book offers a comprehensive overview of the topic from a business and …
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Bug, P. (Ed) (2020)
This book aims to explore various aspects of the use of moving images in fashion retail and fashion apparel companies in-store or online. The use of moving images is growing in …
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Gehrke, G. (Ed), Thilo, I. (Ed) (2020)
Bilden sich Trends wie Experience Design, Digitalisierung, Nachhaltigkeit, Sicherheit oder Diversität bereits in den Curricula von Studiengängen ab, die auf eine Tätigkeit in der …
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Cook, M. (Ed), Thompson, K. M. (Ed) (2019)
Throughout its history, animation has been fundamentally shaped by its application to promotion and marketing, with animation playing a vital role in advertising history. In …
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Gallino, S. (Ed), Moreno, A. (Ed) (2019)
The world of retailing has changed dramatically in the past decade. Sales originating at online channels have been steadily increasing, and even for sales transacted at …
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Altinbasak-Farina, I. (Ed), Burnaz, S. (Ed) (2019)
This book addresses the rising concept of 21st century societal marketing which entails that marketers should fulfill the needs of their target group in ways that enhance the …
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Babin, B. J. (Ed), Sarstedt, M. (Ed) (2019)
This commemorative volume honors the contributions of Prof. Joseph F. Hair, Jr., who through his writings, leadership and mentoring has had a profound influence on marketing and …
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Kozak, N. (Ed), Kozak, M. (Ed) (2019)
This book provides a wide-ranging overview of the current state of tourist destination management and presents important recent research in the field. Contemporary theoretical and …
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Campón-Cerro, A. M. (Ed), Hernández-Mogollón, J. M. (Ed), Folgado-Fernández, J. A. (Ed) (2019)
This volume analyses the positive effects that tourism generates on resident’s quality of life, and how this influences tourists’ quality of life as they enjoy an enriching …
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Sigala, M. (Ed), Robinson, R. N. S. (Ed) (2019)
This book links research in wine marketing/management and wine tourism, offering international and multidisciplinary perspectives. Addressing the evolving nature of the wine …
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Adhikari, A. (Ed) (2018)
This book presents a collection of articles addressing a range of marketing strategies unique to emerging economies. It describes the component of strategic and tactical …
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