"This book captures various aspects of gaming and innovation that is facilitated and can be further improvised by digital innovation. It emphasizes upon areas such as the meaning and relevance of adve
"This book provides a broad research perspective on latest trends of consumerism, its effect and implications from developing country perspective. It aims to explore the opportunities and challenges t
"This book focuses on the relationship between marketing education and marketing profession and the intersection between different stakeholders. It contains empirical, conceptual and theoretical contr
"This book is a comprehensive reference source for the latest scholarly material on the effectiveness of current methodologies and theories in an effort to improve promotional activities, management,
"This book focuses on knowledge needed to implement service strategies for competitive advantage across industries. Each of the topics covered in the book represents a pivotal content for tomorrow's b
"This book focuses on qualitative discussions on issues related to digital marketing in the Luxury fashion brands. It addresses the relationship between computer-mediated marketing environments and lu
Contributors from marketing of course, but also economics, industrial engineering, computer science, tourism, and other fields explain the theory and practice of marketing products as environmental
Contributed by business and management scholars from India, the UK, and the US, the nine chapters in this volume explain how to increase online business traffic and sales through external referrals
"This book focuses on participative consumerism through evolutionary digital marketing. It covers topics such as e-marketing, technology and the internet as a market tool, consumer engagement on socia
"This book explains the role of social marketing in triggering behavioral change towards better environmental, health and social outcomes It discusses different social marketing methodologies and desi
"This book explores the intricate relationship between marketing, organizational strategy and social responsibility, with a focus on ethical business and CSR-oriented marketing as a driver for sales p
"This book explores agricultural finance and opportunities for investment and expansion. It covers topics such as sources for finance for agriculture, finance, production, marketing, cash flow, the co
"This book focuses on various approaches to brand culture and communication across industries. It explores an array of contemporary issues, critical analysis of complex societal phenomena, gain deeper
Business management and marketing researchers use a wide range of research methodologies to reveal drivers for web entrepreneurial initiatives in different regions of the world. Among their topics
"This book explores how consumer behavior and decision-making process always have been the main point of businesses; from the profit-making ones to charitable ones, from marketing practitioners and ac
"This book provides an analysis of attachment theory applied to the study of consumers' brands and products. It also provides the conceptual domain of the constructs of brand attachment and of product
"This book discusses what is the neuromarketing, which are the currently state-of-the art both in terms of models and technology, and also to presenting the main technology issues in neuromarketing, d
"This book provides strategies used in employing media plans, reflecting how firms evaluate marketing opportunities, determine communication channels, set objectives, choose the right promotion mix, s
"This book focuses on the importance of brand equity for long-term companies profitability, taking into account the complexity of the environment as a resultant factor that increasingly complicates th
"This book is on the latest multi-platform advertising strategies in the global marketplace. It is accessible to advertising, marketing communications, and marketing practitioners to better understand
This collection of socioeconomic perspectives on buying behavior consists mostly of previously published IGI Global chapters, but also include two new ones on a microeconomic contest and a new one
Editors Nadda, Dadwal, and Rahimi present readers with a collection of professional and research perspectives on various opportunities for service sector entrepreneurship in emerging economies thro
"This book is a pivotal reference source for the latest developments management strategies, fashion marketing, international business, and fashion entrepreneurship. Featuring extensive coverage across
"This book provides comprehensive coverage and understanding of all aspects of e-services, self-services and mobile communication from different fields including marketing, management, and MIS. It exp
"This book includes a collection of articles focusing on the widely-observed fandom phenomenon existing in contemporary consumer culture from multi-discipline perspective. It explores the characterist
In order to help small business expand globally, business scholars describe how to optimize all main management functions such as working capital and marketing, and explain how to implement sustai
"This book explores how emotional branding is a unique branding strategy that touches consumer lives by influencing their thoughts and feelings to the extent that the brand gets positioned into the co
"This book discusses new taxonomy of marketing strategies for growing innovations in emerging markets and provides suggestions as how firms can improve business convergence with consumers and new mark
"This book describes the concept of brand identity; examines managing brands by using social media; introduces brand building strategies in social media; explains creative strategy and the importance
