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Applications of Marketing Technologies (Martechs) in Digital Marketing
In this chapter, we will discuss the applications of various martechs in different activities and operations related to digital marketing, including...
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Moving forward better marketing for a better world: a path for new research opportunities
The topic of marketing as a source of a “better world” is gaining rising importance in academia and practice. It represents an opportunity to move...
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Corporate heritage marketing to support the buyer–seller relationship initiation: the case of a small winery
Due to the complexity of postmodern markets, firms are develo** corporate heritage marketing initiatives to engage in consumer research for...
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How digital technologies reshape marketing: evidence from a qualitative investigation
Digital technologies are now imperative for markets and society, and digital transformation is becoming a key area of business innovation. However,...
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The organizational impact in Kibs companies of certain digital marketing factors: digital capabilities and internet technologies
The concept of digital marketing is currently fragmented due to the emergence of many sub-areas of research. This is motivated by the evolution of...
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International Marketing Management
For every company that is active internationally, a systematically operated cross-national marketing management is indispensable in order to secure...
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Brand activism as a marketing strategy: an integrative framework and research agenda
This paper offers an integrative conceptual framework to posit brand activism (BA) as an organisation-driven phenomenon pertaining to the strategic...
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Trust in blockchain-enabled exchanges: Future directions in blockchain marketing
Prior research typically positions blockchain technology as enabling a trustless exchange environment without specifically investigating how...
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The future of digital technologies in marketing: A conceptual framework and an overview
Digital technologies are key to achieving competitive advantage across marketing and retailing contexts. At the same time, marketing managers are...
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Integrated Marketing Communications
The cases of Integrated Marketing Communication (IMC) primarily present issues related to marketing communication decisions as well as the challenges...
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Political social media marketing: a systematic literature review and agenda for future research
We focus on political marketing and conduct a systematic literature review of journal articles exploring political marketing on social media. The...
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Online fundraising for NPOs via email marketing – A critical success factors analysis in Germany, Austria, and Switzerland
This study aims to empirically determine success factors in the email marketing as a sub-discipline of online fundraising of nonprofit organizations...
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Human Resource Development System to Unlock Potential
The most challenging issues for a team leader include how to improve employees’ sense of belonging, loyalty and dedication and avoid slackness. To...
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Sustainable Marketing
Consumer perspectives on business responsibility have changed drastically In response, responsible businesses are now focused on develo**...
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How social capital affects innovation, marketing and entrepreneurial orientation: the case of SMEs in Ho Chi Minh (Vietnam)
Social capital, embedded in the networking relationship, is critical for firm performance. SMEs, especially in emerging economies, should effectively...
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Ta’awun and Human Resource Practices as SMEs’ Marketing Agility Enablers
Marketing agility has increasingly held scholars and managers’ attention, especially during the pandemic, however understanding of the capability is...
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Case Study: H2H Marketing—In the Heart of Siemens’ Success
The case about Siemens AG demonstrates how sustainability and human orientation as core of corporate focus can develop best practices and...
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Authentically Cornell: the Evolution of Marketing at Cornell
The authors reflect on what makes the marketing department at Cornell University’s SC Johnson College of Business distinct from marketing departments...
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Vulnerable consumers: marketing research needs to pay more attention to the brain health of consumers
We propose here that marketing research should increase consideration of the brain health of consumers, and argue that it would help both extend our...
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Addressing grand challenges through the bottom-up marketing approach: Lessons from subsistence marketplaces and marketplace literacy
We present a bottom-up marketing approach as a pathway to addressing the grand challenge of poverty and inequality for the marketing discipline. We...
