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Transformative Marketing Combining New Age Technologies and Human Insights
This book gives an indispensable guide to navigating the shift in customer behavior and discovers how to rally their resources, cultivate...
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Marketing in a Transition Economy New Realities, Challenges, and Prospects
This book presents case studies of local, regional, and international businesses to show that marketing is an environment-sensitive activity,...
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Architecture & Innovation: The Impact of Physical Environments on Organizational Innovation
The effect of physical architecture upon many of the key fields of marketing science has been minimally studied. Building design and aesthetics play...
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International Marketing Research Process
The international marketing research process provides a systematic, planned approach to the research project and ensures that all aspects of the...
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Simple Data Analysis
Data analysis is the researcher’s means of converting the information collected into defensible actionable sets of conclusions and reports. Once the...
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Advanced Data Analysis
Uber, the ride-sharing platform heavily, relies on data analytics to drive operations, enhance customer experiences, optimize driver efficiency, and...
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Secondary Data
Companies usually understand that they need to research to get a deeper insight into the problem at hand. But where should you start? Researchers use...
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Development of Scales
Globalization has led to increased competition among domestic and multinational firms in both domestic and foreign markets. Researchers have the...
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Latin America
The varied cultural influences that have impacted the 12 countries in Latin America have resulted in varied business patterns and strategies to be...
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Questionnaire Design
A questionnaire is a form containing a set of questions, especially one addressed to a statistically significant number of subjects as a way of...
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The Future of International Marketing Research
The nature of businessinternational marketing researchfuture of today is truly global. Competitive convergence is driven by competitive necessity....
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Primary Data Research
This chapter focuses on the collection of primary data for international marketing research. We address the different types of primary research, the...
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Putting It All Together
Avant-garde. This book began with this term to characterize the changes occurring in the marketing world, and its subsequent impact on firms,...
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Transformative Marketing with the Internet of Things (IoT)
In today’s highly connected world, it is not only humans who establish connections, but devices do too. Through our daily lives, we see devices...
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Transformative Marketing Using Drones
DronesDrones have been receiving increasing attentionTransformative marketing among companies, largely due to their varied applications in real-world...
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Transformative Marketing with Metaverse
Imagine a world in which the lines separating the real and virtual vanish, allowing people to travel through gorgeous landscapes, meet up with...
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Artificial Intelligence and Predictive Analytics: Towards a Praxis of Personalised Shop** Experiences
Fashion and luxury customers alike expect seamless and personalised shop** experiences, particularly Millennials and Generation Z consumers who...
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Blockchain: Technology Transforming the Fashion Industry
The use of digital technology in the apparel industry has changed massively in recent years and given the growing social awareness of the public,...
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Globalisation Versus Deglobalisation in the Fashion Industry
The phenomenon of globalisation is an enhanced driver of fashion sales globally. Nevertheless, its continual growth will slow due to geopolitical...