Sustainable Marketing and Customer Value by
Anticipating that marketing will experience a strategic change in the new normal post COVID-19, this book sets out to capture interesting insights from researchers and practitioners through in-depth research on the myriad aspects of industrial transformation. It discusses the facets in which markets can be reached sustainably delivering value to people, planet and create prosperity. Sustainable Marketing and Customer Value establishes an overview and framework for major ideas that connect marketing, consumption and sustainability.
Call Number: eBookISBN: 9781003173311Publication Date: 2022
Consumer Behaviour and Analytics by
The 2nd edition of Consumer Behaviour and Analytics provides a consumer behaviour textbook for the new marketing reality. In a world of Big Data, machine learning and artificial intelligence, this key text reviews the issues, research and concepts essential for navigating this new terrain. It demonstrates how we can use data-driven insight and merge this with insight from extant research to inform knowledge-driven decision-making.
Call Number: eBookISBN: 9781003347033Publication Date: 2023
Yes Logo by
This book focuses on how to succeed in China, the globe's largest consumer market, through the branding market strategy. What are the undisclosed recipes that brands can follow to capture the attention and emotion of consumers in China? What's the magical key to open the locked doors? The answer to these questions would be intriguing for many readers outside China, including but not limited to executives of global brands, owners of medium-and-small-sized businesses aiming for the global market, branding/marketing professionals, financial investors and analysts, business professors and researchers in universities and colleges, graduate and undergraduate students, and readers with an interest on these topics in the general public.
Call Number: eBookISBN: 9789819966073Publication Date: 2023
Country-of-Origin Effect in International Business: Strategic and Consumer Perspectives by
Various phenomena in the global economy, such as intensifying firms internationalization and international sourcing resulting in growing number of hybrid products, raise the question whether the country-of-origin (COO) and the country-of-origin effect (COE) still matter in contemporary international business. This book points out various aspects of COO, its dimensions and COE that remain significant challenges for consumers, companies and brands not only from emerging and developing countries but also from developed ones.
Call Number: eBookISBN: 9781003413639Publication Date: 2023
Encounters at the Counter by
Bringing together a diverse collection of studies from a team of international scholars, this pioneering volume focuses on interactions in shops, exploring the dynamics of conversation between sellers and customers.
Call Number: eBookISBN: 9781009215992Publication Date: 2023
