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Marketing Planning and Marketing Research
In this chapter, the reader learns to understand the importance of planning for companies, to apply different planning concepts, to recognize the...
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Digital Marketing and Electronic Commerce
The seventeenth chapter deals with digital marketing and electronic commerce. First, the development of the digital marketing strategy is presented,...
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Marketing Tools
In this chapter, the five marketing tools of the marketing diamond are explained in detail and presented in a practical manner. These are: Product...
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Critical Success Factors for Emerging Technology Adoption, Strategic Flexibility, and Competitiveness: An Evidence-Based Total Interpretive Structural Modeling Approach (TISM-E)
In the dynamic business environment, firms can adopt emerging technologies to remain relevant and effectively meet changing customer demands. The...
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Marketing Targets
In this chapter, the reader learns to recognize the relevance of targets for marketing and beyond, to implement specific requirements for target...
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Board Flexibility in Diversity, Experienced CEOs and Corporate Sustainability Disclosure: Evidence from the Emerging Market
We examine the relationship between board flexibility in diversity, experienced CEOs and corporate sustainability disclosure (CSD) in the develo**...
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Creating meaningful insights from customer reviews: a methodological comparison of topic modeling algorithms and their use in marketing research
The proliferation of the internet has provided many tools and platforms for consumers to share and create content concerning their experiences with...
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Rethinking Operative Marketing: The H2H Process
The H2H process is a customer-centric marketing strategy with a five-step model, emphasizing customer connections, continuous refinement, and...
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Marketing Management Planning
The marketing management planning cases cover a limited number of strategic, tactical, and operational issues that are confronted by the managers of...
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Location-Based Proximity Marketing: An Interactive Marketing Perspective
Technological breakthroughs have made it possible to collect continuous live location information through mobile devices. As such, location-based...
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Marketing Environment
The cases on the marketing environment are mainly focused on the micro- and macro-environmental factors, some of which are controllable, others...
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Digital Marketing Analysis and Strategy
In this chapter, we explain different kinds of situation analysis which should be done for digital marketing management along with useful frameworks...
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Marketing experience of CEOs and corporate social performance
Corporate social performance (CSP) is increasingly becoming an important firm performance dimension in its own right. Since the CEO plays a pivotal...
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The Trajectory of Two Decades of Global Journal of Flexible Systems Management and Flexibility Research: A Bibliometric Analysis
In the year 2020, the Global Journal of Flexible Systems Management (GJFSM) has celebrated its two decades of publication. This study is an attempt...
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Role of industry 4.0 in augmenting endurability of agri-food supply chains amidst pandemic: organisation flexibility as a moderator
The most pressing issue in the post-pandemic situation is the long-term viability of sustainable agri-food supply chains (S-AFSC). Because of high...
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Multiple Treatment Modeling for Target Marketing Campaigns: A Large-Scale Benchmark Study
Machine learning and artificial intelligence (ML/AI) promise higher degrees of personalization and enhanced efficiency in marketing communication....
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Digital Marketing Implementation and Practice
In this chapter, we will discuss different elements of digital marketing implementation, including tactics, actions, evaluation, correction and...
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Innovation in Agriculture Financing Using Inter-Organizational Governance Flexibility: Case Study of an Agriculture Value Chain Financier in India
Historically, financial institutions in India have not sufficiently met the needs of small and marginal farmers due to the greater risks and higher...
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Map** Information Systems Flexibility with Organization’s Manufacturing Strategy
A review of the literature reveals that the concept of flexibility cannot be considered complete unless it is simultaneously studied and implemented...
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The New Paradigm: H2H Marketing
The emerging concept of human-to-human (H2H) marketing marks a departure from traditional approaches, emphasizing nurturing customer relationships...