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This volume includes the full proceedings from the 2013 World Marketing Congress held in Melbourne, Australia with the theme Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. Meer
This book sheds light on marketing effectiveness and accountability marketing in small and medium-sized enterprises (SMEs). Using a multi-method investigation, it includes a knowledge inquiry of marketing knowledge and customer knowledge, a qualitative inquiry utilizing semi structured interviews and thematic data analysis, a quantitative analysis utilizing survey and structural equations modelling, and a case study that employs both narrative (storytelling) data analysis and an accountability audit with a techno marketing SME. Meer
This book addresses the neglect of visual creativities and content, and how these are commercialised in the music industries. While musical and visual creativities drive growth, there is a lack of literature relating to the visual side of the music business, which is significant given that the production of meaning and value within this business occurs across a number of textual sites. Meer
In previous books, the author has investigated rivalry in the context of sport and non-sport settings. This book investigates how rivalry and group member behavior manifests in the setting of politics, religion, and sport, three settings of intense group member bias. Meer
While tourism is a key economic generator for many countries, emerging economies are confronted with additional challenges that those well-established destinations in North America, Australia and Europe normally don’t have to contend with. Meer
Dieses Buch zeigt, warum sich Marketing zu einem nachhaltigeren und verantwortungsvollen Handeln weiterentwickeln muss und wie das professionell gelingen kann. Meer
This proceedings volume highlights the latest research presented at the 8th International Conference on Research on National Brand & Private Label Marketing (NB&PL2021). Meer
This book offers an insight into the luxury yacht industry as a provider and facilitator of a luxury yacht experience. Linked to special interest tourism (SIT), luxury yachting is an exclusive area of tourism and practice which operates in a relatively small and niche environment. Meer
This book offers an insight into the luxury yacht industry as a provider and facilitator of a luxury yacht experience. Linked to special interest tourism (SIT), luxury yachting is an exclusive area of tourism and practice which operates in a relatively small and niche environment. Meer
When it comes to branding the energy space, an exciting and largely unexplored field of research emerges. Energy companies are under the spotlight as consumers press for positive action on sustainability, CSR, and environmental issues. Meer
When it comes to branding the energy space, an exciting and largely unexplored field of research emerges. Energy companies are under the spotlight as consumers press for positive action on sustainability, CSR, and environmental issues. Meer
This book presents ample, richly illustrated account on results and experience from a project, dealing with the analysis of data concerning behavior patterns on the Web. Meer
This book explores a major media management topic on the basis of case study research conducted in European, US and Brazilian media companies. More specifically, it examines the dynamics of employee engagement, aiming at organizational development through change. Meer
Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boot business performance for competitive advantage. Meer
This book represents a major milestone in the endeavour to understand how communication is impacting on the fashion industry and on societal fashion-related practices and values in the digital age. Meer
Inextricably linked to human evolution, storytelling has always been a key element of the marketer’s toolkit. However, despite extensive practitioner interest, academic research on the topic currently falls short. Meer
This volume explores the interconnection of social, political, technological and economic challenges that impact consumer relationships, new product launches and consumer interests. Meer
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 opportunities and challenges within these markets. Meer
The dynamics of the world’s pervasive digital technologies is transforming organisations and enabling enterprises to create sustainable competitive advantage. Meer
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 experience in the destination they visit. Meer
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