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Encapsulating Role of Persuasion and Skill Development in Marketing Communication for Brand Building: A Perspective
Effective marketing communication is crucial in today’s fiercely competitive business environment for building and maintaining a brand’s identity and...
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Dietary priorities and consumers’ views of the healthiness of organic food: purity or flexibility?
Previous studies have shown that belief in the healthiness of organic food is a strong motive for buying organic. Typically, a positive relation...
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Boundary spanner corruption: a potential dark side of multi-level trust in marketing relationships
Boundary spanner corruption—voluntary collaborative behavior between individuals representing different organizations that violates their...
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Triangulating the moderate impact of performance expectancy, effort expectancy, and social influence in social media marketing: A study of business performance in Sri Lanka's cashew industry
Theoretical triangulation (TT) within the context of social media marketing communication (SMMC) and business performance (BP) is a rarely observed...
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Marketing research on Mobile apps: past, present and future
We present an integrative review of existing marketing research on mobile apps, clarifying and expanding what is known around how apps shape customer...
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How Artificial Intelligence Revolutionizing Digital Marketing
In the last decade, the use of Artificial intelligence in the digital marketing has remarkably increased. Although it is a push for digital...
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Develo** Customer Networking Quality Model to Improve SMES’ Marketing Performance
Sales persons in small and medium enterprises (SMEs) have a fundamental role in marketing the product so that they can compete with other...
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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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Ethical Marketing in the Blockchain-Based Sharing Economy: Theoretical Integration and Guiding Insights
Since the introduction of Ethereum in 2015, blockchain technology (BT) has been evolving, and BT has been associated with the concept of the sharing...
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Determinants of Marketing Activity by Family Business Owners: A Generational Approach
The research refers to family businesses and identifies the marketing practices that are applied by the first and second generations who manage the...
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Marketing control in international headquarters-subsidiary working relationships of industrial goods firms: the role of environmental context
The use of marketing and sales control mechanisms is a core management activity for multinational corporations. However, research on controlling...
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Unlocking Sustainability Potentials in Marketing and Brand Management
Marketing and branding are not the starting point of sustainable business management, but rather important companions. Green marketing and green...
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Transformative Marketing with Robotics
RobotsRobots have continued to capture our imagination since their first introduction in the 1950s. While academic investigations and commercial...
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RETRACTED ARTICLE: Internet of Things-assisted E-marketing and distribution framework
Internet of Things (IoT) provides major advantages as it allows for more creativity and competitiveness for E-marketing and distribution. The IoT...
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Global Service Marketing
After completing this chapter, you should be able to:
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Beyond supply chain management: jointly optimising operations/ supply and the marketing mix
With the increasing use and availability of computing power and raised consumer power comes the need in competitive markets to produce and offer...
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SMEs’ Reengineering to Marketing in Supply Chain Sector by Focusing on Website Improvement
SMEs’ sector has proven to be a key factor in world’s economic performance, since it represents the majority of modern businesses. SMEs in all market...
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The Effect of Stakeholder’s Pressure on firm Market Performance and the Mediating Role of Corporate Responsibility, Sustainable Supplier Selection, and Marketing Capability
The study of stakeholders' demands on companies and the effects that their pressure can have on the organization has been studied in recent years in...
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Customer Characteristics in Digital Marketing Model
Growth in e-commerce marketing and customers’ interest toward online shop** have changed the traditional way of ‘try and buy’ to online ordering of...
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The Concepts and Determinants of Manufacturing Flexibility
Manufacturing companies nowadays are facing intense global challenges to sustain in this competitive market. As the global market are becoming more...