Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES): 194 Volumes

Series Editor(s): Eldon Y. Li (National Chengchi University, Taiwan & California Polytechnic State University, USA)

ISSN: 2327-5502|EISSN: 2327-5529

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Institutions: Print

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Description

Business processes, services, and communications are important factors in the management of good customer relationship, which is the foundation of any well organized business. Technology continues to play a vital role in the organization and automation of business processes for marketing, sales, and customer service. These features aid in the attraction of new clients and maintaining existing relationships.

The Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series addresses success factors for customer relationship management, marketing, and electronic services and its performance outcomes. This collection of reference source covers aspects of consumer behavior and marketing business strategies aiming towards researchers, scholars, and practitioners in the fields of marketing management.

Topics Covered

B2B Marketing
Cases on CRM Implementation
Cases on Electronic Services
CRM and customer trust
CRM in financial services
CRM strategies
Customer Relationship Management
Customer Retention
Data mining and marketing
Database marketing
Electronic Services
E-Service Innovation
Ethical Considerations in E-Marketing
Legal Considerations in E-Marketing
Mobile CRM
Mobile Services
Online Community Management and Behavior
Relationship Marketing
Social Networking and Marketing
Telemarketing
Text Mining and Marketing
Web Mining and Marketing

Titles in Series

Cases on Effective Digital Marketing for Competitive Organizations

Sara Santos (Research Centre in Digital Services (CISeD), Polytechnic of Viseu, Portugal), José Duarte Santos (Accounting and Business School, Polytechnic of Porto, Portugal), Paulo Botelho Pires (Centre for Organizational and Social Studies, Polytechnic of Porto, Portugal), Inês Veiga Pereira (Accounting and Business School, Polytechnic of Porto, Portugal)

In the fast-paced world of modern business, organizations grapple with the ever-present challenge of effectively navigating the complexities of digital marketing. As...

Leveraging AI for Effective Digital Relationship Marketing

José Duarte Santos (Polytechnic Institute of Porto, Portugal), Paulo Botelho Pires (CEOS, Polytechnic of Porto, Portugal), Nicholas Grigoriou (Monash University, Australia)

Today’s businesses face the pressing challenge of how to effectively engage and build lasting relationships with customers in an increasingly crowded and competitive...

Advancing the Marketing Technology (MarTech) Revolution

Minh Tung Tran (FPT University - Swinburne, Vietnam)

As businesses navigate the rapidly evolving digital landscape, they face the challenge of proactively staying ahead of the curve in their marketing strategies. Consu...

Sensible Selling Through Sensory Neuromarketing

Reena Malik (Chitkara Business School, Chitkara University, Punjab, India), Shivani Malhan (Chitkara University, Punjab, India), Manpreet Arora (Central University of Himachal Pradesh, India)

In today's hyper-competitive business landscape, understanding and engaging consumers is more challenging than ever. Traditional marketing approaches often need...

Data-Driven Marketing for Strategic Success

Albérico Travassos Rosário (GOVCOPP, IADE - Universidade Europeia, Portugal), Rui Nunes Cruz (UnidCom - IADE - Universidade Europeia, Portugal), Luis Bettencourt Moniz (Instituto Português de Administração de Marketing (IPAM Lisboa), Portugal)

In the field of modern marketing, a pivotal challenge emerges as traditional strategies grapple with the complexities of an increasingly data-centric world. Marketer...

Audience Sociology and Consumer Behavior in the Film Industry

Azime Cantaş (Afyon Kocatepe University, Turkey)

With traditional media forms merging with emerging digital platforms, researchers and scholars face the daunting task of untangling the complex interplay between med...

Improving Service Quality and Customer Engagement With Marketing Intelligence

Mudita Sinha (Christ University, India), Arabinda Bhandari (Presidency University, India), Samant Shant Priya (Lal Bahadur Shastri Institute of Management, India), Sajal Kabiraj (Häme University of Applied Sciences, Finland)

To succeed, businesses must keep up with the ever-changing technological landscape and constantly introduce new advancements. The rise of digitalization has wholly t...

Ethical AI and Data Management Strategies in Marketing

Shefali Saluja (Chitkara University, India), Varun Nayyar (Chitkara University, India), Kuldeep Rojhe (Chitkara University, India), Sandhir Sharma (Chitkara University, India)

In today's fast-paced digital world, marketers face an ever-growing challenge: effectively navigating the vast and complex data landscape while ensuring ethical...

AI and Data Engineering Solutions for Effective Marketing

Lhoussaine Alla (Sidi Mohamed Ben Abdellah University, Morocco), Aziz Hmioui (Sidi Mohamed Ben Abdellah University, Morocco), Badr Bentalha (Sidi Mohamed Ben Abdellah University, Morocco)

In the world of contemporary marketing, a challenge exists — the relationship between data engineering, artificial intelligence, and the essential elements of effect...

Compelling Storytelling Narratives for Sustainable Branding

Paula Rodrigues (Lusíada University of Porto, Portugal), Ana Pinto Borges (ISAG - Business School, Portugal), Elvira Vieira (ISAG – European Business School and Research Center in Business Sciences and Tourism (CICET-FCVC), Portugal), Victor Tavares (European Business School and Research Center in Business Sciences and Tourism (CICET-FCVC), ISAG, Portugal)

Consumers are applying more pressure on companies to embrace sustainable practices and tell purposeful stories to win their approval. They are increasingly critical...

Marketing and Resource Management for Green Transitions in Economies

Jean-Vasile Andrei (Petroleum-Gas University of Ploiesti, Romania), Mile Vasić (European Marketing and Management Association, Banja Luka, Bosnia and Herzegovina), Luminita Chivu (National Institute of Economics Research – Romanian Academy, Romania), Boris Kuzman (Institute of Agricultural Economics, Serbia)

The current global economy faces many challenges, including environmental changes, evolving markets, and complex resource management issues. These challenges are int...

Consumer Experience and Decision-Making in the Metaverse

Theodore K. Tarnanidis (Independent Researcher, Greece)

Traditional marketing approaches must be more effective in a digital world where consumers seek more immersive and personalized experiences. Businesses need to help...

Driving Green Marketing in Fashion and Retail

Theodore K. Tarnanidis (International Hellenic University, Greece), Evridiki Papachristou (International Hellenic University, Greece), Michail Karypidis (International Hellenic University, Greece), Vasileios Ismyrlis (Hellenic Statistical Authority, Greece)

Today, sustainability is a critical issue in the fashion industry. However, it can be challenging for fashion businesses to adopt green marketing strategies while ke...

Global Perspectives on Social Media Influencers and Strategic Business Communication

Nicky Chang Bi (University of Nebraska at Omaha, USA), Ruonan Zhang (Rollins College, USA)

In an era of social media, influencers wield unprecedented power over global consumer decisions. As digital natives increasingly turn to influencers for guidance, th...

Future of Customer Engagement Through Marketing Intelligence

In the competitive world of contemporary business, the challenge of developing marketing strategies that bridge the gap between traditional and innovative techniques...

New Trends in Marketing and Consumer Science

Theodore K. Tarnanidis (University of Macedonia, Greece), Nikolaos Sklavounos (International Hellenic University, Greece)

Marketing and consumer science are undergoing a seismic shift, propelled by an array of dynamic trends and advancements. Technological advancements, along with shift...

Corporate Social Responsibility Approaches to Ethical AI in Business

Erum Shaikh (Shaheed Benazir Bhutto University, Sanghar Campus, Pakistan)

In an era of rapid technological advancement, integrating artificial intelligence (AI) into various facets of society has raised profound ethical and social concerns...

Enhancing and Predicting Digital Consumer Behavior with AI

Thomas Heinrich Musiolik (Woxsen University, India & University of Europe for Applied Sciences, Germany), Raul Villamarin Rodriguez (Woxsen University, India), Hemachandran Kannan (Woxsen University, India)

Understanding consumer behavior in today's digital landscape is more challenging than ever. Businesses must navigate a sea of data to discern meaningful patterns...

AI Innovation in Services Marketing

Ricardo Correia (Instituto Politécnico de Bragança, Portugal & CiTUR, Portugal), Dominyka Venciute (ISM University of Management and Economics, Lithuania)

The emergence of artificial intelligence (AI) has ushered in a transformative wave, disrupting trends and reshaping the landscape of services marketing. As businesse...

Ethical Marketing Through Data Governance Standards and Effective Technology

Shefali Saluja (Chitkara Business School, Chitkara University, India), Varun Nayyar (Chitkara University, India), Kuldeep Rojhe (Chitkara University, India), Sandhir Sharma (Chitkara Business School, Chitkara University, India)

Marketing on digital platforms requires critical thinking on data management systems, machine learning methods, and attributes like customer trust, societal ethics,...

Marketing and Big Data Analytics in Tourism and Events

Tareq Nael Hashem (Applied Science Private University, Jordan), Ahmad Albattat (Management and Science University, Malaysia), Marco Valeri (Niccolò Cusano University, Italy), Anukrati Sharma (University of Kota, India)

In the digital age, the tourism industry faces the challenge of effectively marketing destinations amidst a sea of competition and information. Marketing Information...

Impact of Teleworking and Remote Work on Business: Productivity, Retention, Advancement, and Bottom Line

Harish Chandra Chandan (Independent Researcher, USA)

The surge in remote and hybrid work arrangements has sparked a paradigm shift in the employment ecosystem. While remote work offers employees the coveted flexibility...

AI-Driven Marketing Research and Data Analytics

Reason Masengu (Middle East College, Oman), Option Takunda Chiwaridzo (University of Science and Technology Beijing, Beijing, China), Mercy Dube (Midlands State University, Zimbabwe), Benson Ruzive (Modern College of Business and Science, Oman)

The surge in technological advancements, coupled with the exponential growth of data, has left marketers grappling with the need for a paradigm shift. The once-estab...

Corporate Governance and CSR Strategies for Sustainability

Maja Pucelj (Faculty of Organisation Studies, University of Novo Mesto, Slovenia), Rado Bohinc (Scientific Research Centre Koper, Slovenia)

The fundamental link between human rights and sustainability still needs to be more adequately understood in a world grappling with a complex social environment that...

Marketing Innovation Strategies and Consumer Behavior

Belem Barbosa (University of Porto, Portugal)

In today's fast-paced global marketplace, businesses grapple with the relentless demand for innovation in marketing strategies. The landscape is ever-evolving, d...

Balancing Automation and Human Interaction in Modern Marketing

Arjun J. Nair (St. Lawrence College, Canada), Sridhar Manohar (Chitkara Business School, Chitkara University, India), Amit Mittal (Chitkara Business School, Chitkara University, India), Wasim Ahmed (University of Hull, UK)

In modern marketing, a pivotal challenge has surfaced - finding the delicate balance between automation and human interaction. This challenge stems from the rapid ad...

Emerging Perspectives in Consumer Health and Safety

Muhammad Faisal Sultan (Khadim Ali Shah Bukhari Institute of Technology, Pakistan), Abdul Kabeer Kazi (Baqai University Karachi), Neelofer Hamid (University of Karachi, Pakistan)

In the continuously changing landscape of modern consumerism, the issue of consumer safety stands as a critical global issue for many people. From bustling street ma...

Building Strong Brands and Engaging Customers With Sound

Minna-Maarit Jaskari (School of Marketing and Communication, University of Vaasa, Finland)

In brand communication, from the nostalgic hum of radio jingles to the digital symphony of streaming platforms, the role of sound in shaping brand identity has emerg...

Globalized Consumer Insights in the Digital Era

Fatih Sahin (Bandirma Onyedi Eylul University, Turkey), Cevat Soylemez (Kutahya Dumlupinar University, Turkey)

As brand activism, digital retail trends, artificial intelligence (AI) ethics, and the pervasive influence of social media continue to reshape the consumer landscape...

AI Impacts in Digital Consumer Behavior

In the ever-evolving landscape of digital innovation, businesses grapple with the challenge of deciphering dynamic consumer behavior. AI Impacts in Digital Consumer...

Contemporary Trends in Innovative Marketing Strategies

Belem Barbosa (University of Porto, Portugal)

In global commerce, marked by the relentless advance of digital technology, businesses find themselves constantly challenged to devise innovative and disruptive mark...

Navigating the Shifting Landscape of Consumer Behavior

Fatih Sahin (Bandirma Onyedi Eylul University, Turkey), Cevat Soylemez (Kutahya Dumlupinar University, Turkey)

The marketing world is transforming in this era of unprecedented technological advancement, changing consumer tastes, and evolving social norms. As information flows...

Smart and Sustainable Interactive Marketing

Hamid Reza Irani (University of Tehran, Iran), Hamed Nozari (Department of Management, Azad University of the Emirates, Dubai, UAE)

In today's world, sustainability is no longer just a buzzword; it is a fundamental concern for businesses seeking to thrive. Traditional marketing strategies oft...

Business Drivers in Promoting Digital Detoxification

Simon Grima (Department of Insurance, Faculty of Economics Management and Accountancy, University of Malta, Msida, Malta & Faculty of Business, Management and Economics, University of Latvia, Riga, Latvia), Shilpa Chaudhary (Lovely Professional University, India), Kiran Sood (Chitkara Business School, Chitkara University, India & Research Fellow at the Women Researchers Council (WRC) at Azerbaijan State University of Economics (UNEC), Azerbaijan), Sanjeev Kumar (Lovely Professional University, India)

The rapid progression of the digital age has brought both benefits and drawbacks. While the convenience of constant connectivity and digital devices is undeniable, t...

Connecting With Consumers Through Effective Personalization and Programmatic Advertising

Jorge Remondes (Instituto Superior de Entre Douro e Vouga, Portugal & ISCAP, Instituto Politecnico do Porto, Portugal), Paulo Madeira (Instituto Superior de Entre Douro e Vouga, Portugal), Carlos Alves (Instituto Superior de Entre Douro e Vouga, Portugal)

In the rapidly evolving digital landscape, the ability to connect with consumers through personalized and programmatic advertising has become a vital skill for globa...

Using Influencer Marketing as a Digital Business Strategy

Sandrina Teixeira (ISCAP, Polytechnic Institute of Porto, Portugal), Sara Teixeira (Polytechnic Institute of Porto), Zaila Oliveira (Unichristus, Brazil & Unifametro, Brazil), Elnivan Souza (Christus University Center, Brazil)

Using Influencer Marketing as a Digital Business Strategy presents a comprehensive exploration of the burgeoning world of digital influencers, whose impact on consum...

The Use of Artificial Intelligence in Digital Marketing: Competitive Strategies and Tactics

Sandrina Teixeira (Centre for Organizational and Social Studies (CEOS), Porto Accounting and Business School, Polytechnic of Porto, Portugal), Jorge Remondes (Centre for Organizational and Social Studies (CEOS), Porto Accounting and Business School, Polytechnic of Porto, Portugal)

In today's rapidly evolving landscape, AI has become an indispensable tool for organizations seeking to enhance their understanding of customers, boost productiv...

The Rise of Blockchain Applications in Customer Experience

Mohammed Majeed (Tamale Technical University, Ghana), Kwame Simpe Ofori (International University of Grand Bassam, Cote D’Ivoire), George Kofi Amoako (Ghana Communication Technology University, Ghana), Abdul-Raheed Alolo (Tamale Technical University, Ghana), Gideon Awini (Business School, University of Ghana, Ghana)

Blockchain is a groundbreaking technology that is altering supply chain management and has tremendous ramifications for many businesses. There have been several scho...

Effective Digital Marketing for Improving Society Behavior Toward DEI and SDGs

Inês Veiga Pereira (Accounting and Business School, Polytechnic of Porto, Portugal), Paulo Botelho Pires (Centre for Organizational and Social Studies, Polytechnic of Porto, Portugal), José Duarte Santos (Accounting and Business School, Polytechnic of Porto, Portugal)

As the world continues to grapple with issues of diversity, equity, and inclusion (DEI), organizations face numerous challenges in determining the most effective dig...

Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future

Reason Masengu (Middle East College, Oman), Stanilas Bigirimana (Africa University, Zimbabwe), Option Takunda Chiwaridzo (University of Science and Technology Beijing, Beijing, China), Ruzive Bensson (Modern College of Business and Science, Oman), Christina Blossom (Middle East College, Oman)

In the wake of increasing consumer and stakeholder concerns regarding environmental and social issues, and the vulnerabilities exposed by the COVID-19 pandemic, sust...

Origin and Branding in International Market Entry Processes

Carlos Francisco e Silva (Universidade Europeia, Portugal)

In today's globalized economy, selecting the right entry strategy is critical for companies looking to expand into foreign markets. This decision has a significa...

The Role of Brands in an Era of Over-Information

Ricardo Fontes Correia (Polytechnic Institute of Bragança, Portugal), Dominyka Venciūtė (ISM University of Management and Economics, Lithuania), Bruno Miguel Sousa (Polytechnic Institute of Cávado and Ave, Portugal)

Led by social networks and user-generated content, the number of posts available in the market is impossible to be rationally processed by customers. The micro-segme...

Influences of Social Media on Consumer Decision-Making Processes in the Food and Grocery Industry

Theodore Tarnanidis (International Hellenic University, Greece), Maro Vlachopoulou (University of Macedonia, Greece), Jason Papathanasiou (University of Macedonia, Greece)

In today's rapidly evolving digital landscape, entrepreneurs in the grocery retail industry face numerous challenges in navigating the complexities of online ope...

Social Media and Online Consumer Decision Making in the Fashion Industry

Theodore Tarnanidis (International Hellenic University, Greece), Evridiki Papachristou (International Hellenic University, Greece), Michail Karypidis (International Hellenic University, Greece), Vasileios Ismyrlis (Hellenic Open University, Greece & Hellenic Statistical Authority, Greece)

Today, many fashion brands use social media marketing strategies to increase awareness about their brand and influence consumers’ decision-making patterns. Further,...

Contemporary Approaches of Digital Marketing and the Role of Machine Intelligence

Afzal Sayed Munna (University of Sunderland in London, UK), Md Sadeque Imam Shaikh (University of Wales Trinity Saint David, UK), Baha Uddin Kazi (Humber Institute of Technology and Advanced Learning, Canada)

Digital marketing emerged as a natural response by companies and vendors to leverage and benefit from the significant consumer concentration on digital channels. Thi...

Management and Marketing for Improved Retail Competitiveness and Performance

José Duarte Santos (Accounting and Business School, Polytechnic of Porto, Portugal), Inês Veiga Pereira (Accounting and Business School, Polytechnic of Porto, Portugal), Paulo Botelho Pires (Centre for Organizational and Social Studies, Polytechnic of Porto, Portugal)

The growth of companies' online presences is an unquestionable reality. However, not everything goes online, and the physical presences of companies continue to...

Global Developments in Nation Branding and Promotion: Theoretical and Practical Approaches

Andreas Masouras (Neapolis University, Cyprus), Sofia Daskou (Neapolis University, Cyprus), Victoria Pistikou (Democritus University of Thrace, Greece), Dimitrios Dimitriou (Democritus University of Thrace, Greece), Tim Friesner (University of Winchester, UK)

By taking corporate marketing concepts and applying them to countries, nation branding is a way for these regions to enhance their reputations and project a desired...

Confronting Security and Privacy Challenges in Digital Marketing

Paulo Botelho Pires (Centre for Organizational and Social Studies, Polytechnic of Porto, Portugal), José Duarte Santos (Accounting and Business School, Polytechnic of Porto, Portugal), Inês Veiga Pereira (Accounting and Business School, Polytechnic of Porto, Portugal), Ana Isabel Torres (University of Aveiro, Portugal)

Marketing, and specifically its digital marketing component, is being challenged by disruptive innovations, which are creating new, unique, and unusual opportunities...

Achieving Economic Growth and Welfare Through Green Consumerism

Punitha Sinnappan (Sunway Business School, Sunway University, Malaysia)

One of the greatest global challenges is to integrate economic growth and welfare with environmental sustainability. The 12th goal under the United Nations Sustainab...

Handbook of Research on Achieving Sustainable Development Goals With Sustainable Marketing

Iza Gigauri (St. Andrew the First-Called Georgian University, Georgia), Maria Palazzo (Universitas Mercatorum, Italy), Maria Antonella Ferri (Universitas Mercatorum, Italy)

The prominent idea of sustainable development has influenced almost all disciplines, changing our understanding and behavior toward sustainability. In this respect,...

Global Applications of the Internet of Things in Digital Marketing

Arshi Naim (King Kalid University, Saudi Arabia), V. Ajantha Devi (AP3 Solutions, India)

In today’s modern world, it is essential for businesses to remain competitive and up to date on the latest technology that can support their processes. The use of th...

Applications of Neuromarketing in the Metaverse

Monika Gupta (Chitkara Business School, Chitkara University, India), Kumar Shalender (Chitkara Business School, Chitkara University, India), Babita Singla (Chitkara Business School, Chitkara University, India), Nripendra Singh (Pennsylvania Western University, USA)

The metaverse is opening new avenues of opportunities for product manufacturers as well as service providers; due to this, further study on the scope and challenges...

Influencer Marketing Applications Within the Metaverse

Rohit Bansal (Department of Management Studies, Vaish College of Engineering, Rohtak, India), Sikandar Ali Qalati (School of Business, Liaocheng University, Shandong, China), Aziza Chakir (Faculty of Law, Economics and Social Sciences, Hassan II University, Casablanca, Morocco)

The metaverse is an immersive digital world that combines augmented reality (AR) and virtual reality (VR) to allow people to interact online as if they were in the p...

Global Perspectives on the Strategic Role of Marketing Information Systems

Jose Melchor Medina-Quintero (Tamaulipas Autonomous University, Mexico), Miguel A Sahagun (High Point University, USA), Jorge Alfaro (Universidad Catolica del Norte, Chile), Fernando Ortiz-Rodriguez (Tamaulipas Autonomous University, Mexico)

A level of decision making is concerned with deciding the organization’s objectives, resources, and policies. A significant problem at this decision-making level is...

Big Data Marketing Strategies for Superior Customer Experience

Jose Ramon Saura (Rey Juan Carlos University, Spain)

The rapid growth of technological developments on the internet has led many companies to adapt their businesses to the digital ecosystem and implement new methods an...

Managing Festivals for Destination Marketing and Branding

Sharad Kumar Kulshreshtha (Department of Tourism and Hotel Management, North-Eastern Hill University, Shillong, India)

Festivals across the world represent the joy, recreation, and traditions of their different societies and cultures. There is a plethora of reasons to commemorate and...

Cultural Marketing and Metaverse for Consumer Engagement

Amandeep Singh (Chitkara Business School, Chitkara University, India), Sandhir Sharma (Chitkara Business School, Chitkara University, India), Amrinder Singh (Jain University, India), Murat Unanoglu (İstanbul Aydin University, Turkey), Sanjay Taneja (Uşak University, Turkey)

People have cultural boundaries. Their thinking and decisions are affected by their cultural values and norms. Marketers implant cultural values and standards in adv...

Handbook of Research on Consumer Behavioral Analytics in Metaverse and the Adoption of a Virtual World

Pantea Keikhosrokiani (School of Computer Sciences, Universiti Sains Malaysia, Malaysia)

Although there are various studies on theories and analytical techniques to address consumer behavior change in the current world, tracking consumer behavior change...

Global Agricultural and Food Marketing in a Global Context: Advancing Policy, Management, and Innovation

Aluwani Maiwashe-Tagwi (University of South Africa, South Africa), Ailweli Solomon Mawela (University of South Africa, South Africa), Phineas Khazamula Chauke (University of South Africa, South Africa)

Over 70% of food production is in the hands of farmers; however, numerous studies have shown that smallholder farmers do not have access to markets. The reasons for...

Enhancing Customer Engagement Through Location-Based Marketing

Amandeep Singh (Chitkara Business School, Chitkara University, India), Amit Mittal (Chitkara Business School, Chitkara University, India), Murat Unanoglu (İstanbul Aydin University, Turkey)

Proponents applaud location-based advertising as a way to bridge the gap between online and physical customer experiences and promote impulse purchases. Skeptics que...

Handbook of Research on the Interplay Between Service Quality and Customer Delight

Sarmistha Sarma (Institute of Innovation in Technology and Management, India), Neha Gupta (IBCS, SOA University (Deemed), India)

Research in the field of service quality and consumer behavior has developed in many dimensions in the past decade. A number of models have been developed to determi...

Cases on Social Justice in China and Perspectives on Chinese Brands

Youssef Elhaoussine (Beijing Normal University-Hong Kong Baptist University United International College, China), Lulu Wang (Business Advantage Consulting, China)

As a rising superpower and economy, China and the Chinese society have attracted the attention of the world. However, because of the language and cultural barrier, i...

Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape

Blanca Miguélez-Juan (University of the Basque Country, Spain), Gema Bonales-Daimiel (Complutense University of Madrid, Spain)

In a globalized world full of noise, brands are constantly launching messages through different channels. For the last two decades, brands, marketers, and creatives...

Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing

Monika Gupta (Chitkara Business School, Chitkara University, India), Priya Jindal (Chitkara Business School, Chitkara University, India), Shubhi Bansal (Indian Institute of Technology, Indore, India)

Emotional impulses heavily influence the behavior of customers. Sensory marketing establishes an emotional connection between the company and the customers, thus yie...

Marketing and Advertising in the Online-to-Offline (O2O) World

Hesham Osama Dinana (American University in Cairo, Egypt)

The field of marketing has changed for the good as the lines between the online and the offline worlds continue to blur and merge as new metaverses emerge. The evolu...

Promoting Organizational Performance Through 5G and Agile Marketing

José Duarte Santos (Accounting and Business School, Polytechnic of Porto, Portugal), Bruno Miguel Sousa (Polytechnic Institute of Cávado and Ave, Portugal)

It is well understood that many business operations are evolving to fit within the mold of society’s technological advancement. This is no different for marketing. W...

Implementing Automation Initiatives in Companies to Create Better-Connected Experiences

Jorge Remondes (Instituto Superior de Entre Douro e Vouga, Portugal & ISCAP, Instituto Politécnico do Porto, Portugal), Sandrina Teixeira (ISCAP, Instituto Politécnico do Porto, Portugal)

Digital transformation is spreading throughout every industry all over the world. Acquiring new technologies to use within business practices increases productivity...

Building a Brand Image Through Electronic Customer Relationship Management

Arshi Naim (King Kalid University, Saudi Arabia), Sandeep Kumar Kautish (Lord Buddha Education Foundation, Asia Pacific University, India)

Effective e-customer relationship management is imperative for increasing customer satisfaction, online sales, website patronage, loyalty, and retention. To understa...

Handbook of Research on Consumer Behavior Change and Data Analytics in the Socio-Digital Era

Pantea Keikhosrokiani (School of Computer Sciences, Universiti Sains Malaysia, Malaysia)

The emergence of new technologies within the industrial revolution has transformed businesses to a new socio-digital era. In this new era, businesses are concerned w...

Handbook of Research on Interdisciplinary Reflections of Contemporary Experiential Marketing Practices

Gökhan Akel (Antalya Belek University, Turkey)

Technology has brought many innovations and changes in experiential design and experiential products and services. The digital transformations brought about by techn...

Developing Relationships, Personalization, and Data Herald in Marketing 5.0

Jasmine Kaur (Chitkara Business School, Chitkara University, Punjab, India), Priya Jindal (Chitkara Business School, Chitkara University, India), Amandeep Singh (Chitkara Business School, Chitkara University, India)

Within the past decade, marketing has experienced three major challenges: generation gap, prosperity polarization, and digital divide. The disconnect between older c...

Applying Metalytics to Measure Customer Experience in the Metaverse

Devesh Bathla (Chitkara Business School, Chitkara University, India), Amandeep Singh (Chitkara Business School, Chitkara University, India)

In many ways, the appearance of the metaverse is an unparalleled progression. A number of new technologies have come together to enable its vision. Augmented reality...

Social Customer Relationship Management (Social-CRM) in the Era of Web 4.0

Nedra Bahri Ammari (IHEC of Carthage, Tunisia)

The advent of Web 2.0 has led to a rebalancing of power between the customer and the company through the consumer's voice about the brand and referral behavior v...

Handbook of Research on Global Perspectives on International Advertising

Ipek Krom (Istanbul Esenyurt University, Turkey)

International advertising is an important discipline in social sciences studies and though many books and articles have been published surrounding international adve...

Critical Perspectives on Diversity, Equity, and Inclusion in Marketing

Ayantunji Gbadamosi (University of East London, UK)

Marketers have attracted criticism from advocates of marketing ethics for not giving equal attention to all consumers. In other contexts, other nomenclatures such as...

Disruptive Innovation and Emerging Technologies for Business Excellence in the Service Sector

Vipin Nadda (University of Sunderland, London, UK), Pankaj Tyagi (Chandigarh University, India), Malini Singh (Amity University, India), Priyanka Tyagi (Chandigarh University, India)

Today’s customer-oriented operational philosophy has forced organizations to face the challenge of transforming into digital businesses to meet growing customer dema...

Cases on Academic Program Redesign for Greater Racial and Social Justice

Ebony Cain-Sanschagrin (Pepperdine University, USA), Robert A. Filback (University of Southern California, USA), Jenifer Crawford (University of Southern California, USA)

Faculty and students confront persistent racial, economic, and social inequities in higher education locally, nationally, and globally. To counter these inequities,...

Adoption and Implementation of AI in Customer Relationship Management

Surabhi Singh (IMS Ghaziabad, India)

Integration of artificial intelligence (AI) into customer relationship management (CRM) automates the sales, marketing, and services in organizations. An AI-powered...

Advanced Digital Marketing Strategies in a Data-Driven Era

Jose Ramon Saura (Rey Juan Carlos University, Spain)

In the last decade, the use of data sciences in the digital marketing environment has increased. Digital marketing has transformed how companies communicate with the...

Blockchain Technology and Applications for Digital Marketing

Rohit Bansal (Department of Management Studies, Vaish College of Engineering, Rohtak, India), Pacha Malyadri (ICSSR, Center for Economic and Social Studies, India), Amandeep Singh (Chitkara Business School, Chitkara University, Punjab, India), Asif Pervez (Jamia Millia Islamia University, India)

Blockchain is a digital, decentralized technology that is continually growing and making quite a mark in digital marketing. Blockchain has brought a drastic change t...

Management and Marketing for Improved Competitiveness and Performance in the Healthcare Sector

José Duarte Santos (Polytechnic Institute of Gaya, Portugal), Inês Veiga Pereira (ISCAP, Polytechnic Institute of Porto, Portugal)

The healthcare sector has never been under as much pressure as it is today. This pressure has motivated organizations to reinvent themselves, forcing management and...

Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing

Hatem El-Gohary (College of Business and Economics, Qatar University, Qatar), David Edwards (Birmingham City University, UK), Mohamed Slim Ben Mimoun (Qatar University, Qatar)

The business world today is changing enormously due to many factors that affect every element of the business cycle worldwide. From globalization to recession, in ad...

Big Data Analytics for Improved Accuracy, Efficiency, and Decision Making in Digital Marketing

Amandeep Singh (Chitkara Business School, Chitkara University, Punjab, India)

The availability of big data, low-cost commodity hardware, and new information management and analytic software have produced a unique moment in the history of data...

Handbook of Research on Future Policies and Strategies for Nation Branding

Victoria Pistikou (Democritus University of Thrace, Greece), Andreas Masouras (Neapolis University, Cyprus), Marcos Komodromos (University of Nicosia, Cyprus)

By taking corporate marketing concepts and applying it to countries, “nation branding” is a way for these regions to enhance their reputations and project a desired...

Developing Successful Global Strategies for Marketing Luxury Brands

Fabrizio Mosca (University of Turin, Italy), Cecilia Casalegno (University of Turin, Italy), Rosalia Gallo (Universitat Autònoma de Barcelona, Spain)

In recent times, the advent of new technologies, the concerns about sustainability, and the new tastes of the youngest generations of luxury consumers have affected...

Insights, Innovation, and Analytics for Optimal Customer Engagement

Samala Nagaraj (Woxsen University, India)

Engaging customers has become an effective strategy of marketers for improving customer-brand relationships as customer engagement is a perfect predictor of organic...

New Techniques for Brand Management in the Healthcare Sector

Ana Pinto Borges (European Business School and Research Group, ISAG (NIDISAG), Portugal), Paula Rodrigues (Lusíada University of Porto, Portugal)

Irrespective of the legal sphere and type of care (primary, secondary, and continuing), providers must ensure that users receive quality healthcare through the effic...

Impact of ICTs on Event Management and Marketing

Kemal Birdir (Mersin University, Turkey), Sevda Birdir (Mersin University, Turkey), Ali Dalgic (Isparta University of Applied Sciences, Turkey), Derya Toksoz (Mersin University, Turkey)

Conferences, symposiums, and other large events that take place at far away hotels require many hours of preparation to plan and need a capable event staff to market...

Building Consumer-Brand Relationship in Luxury Brand Management

Paula Rodrigues (Lusíada University of Porto, Portugal), Ana Pinto Borges (Instituto Superior de Administração e Gestão, Portugal)

Luxury is no longer a privilege of the high-net-worth individuals. It is now accessible to all. This has become possible because the essence of luxury has changed: f...

Innovations in Digital Branding and Content Marketing

Subhankar Das (Duy Tan University, Vietnam), Subhra Rani Mondal (Duy Tan University, Vietnam)

In today’s technology-driven economy, organizations are attempting to create a digital identity of their brand in order to remain prevalent among consumers. As today...

Handbook of Research on Applied AI for International Business and Marketing Applications

Bryan Christiansen (Global Training Group, Ltd, UK), Tihana Škrinjarić (University of Zagreb, Croatia)

Artificial intelligence (AI) describes machines/computers that mimic cognitive functions that humans associate with other human minds, such as learning and problem s...

Handbook of Research on Technology Applications for Effective Customer Engagement

Norazah Mohd Suki (Universiti Utara Malaysia, Malaysia)

In the challenging digital economy, bridging the gap between the external stakeholder and business entities through effective applications of technology carries more...

Leveraging Consumer Behavior and Psychology in the Digital Economy

Norazah Mohd Suki (Universiti Malaysia Sabah, Malaysia), Norbayah Mohd Suki (Universiti Utara Malaysia, Malaysia)

With the increasing prevalence of information, communication, and technology, including social media, in the digital economy, leveraging consumer behavior and psycho...

Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience

Dincer Atli (Uskudar University, Turkey)

Marketing research in modern business has developed to include more than just data analytics. Today, an emerging interest within scientific marketing researches is t...

Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior

Valentina Chkoniya (University of Aveiro, Portugal), Ana Oliveira Madsen (CEGE, Católica Porto Business School, Portugal & Universidade Católica Portuguesa, Porto, Portugal), Paata Bukhrashvili (Ilia State University, Georgia)

Anthropology is a science specialized in the study of the past and present of societies, especially the study of humans and human behavior. The disciplines of anthro...

Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior

Ana Maria Soares (School of Economics and Management, University of Minho, Portugal), Maher Georges Elmashhara (School of Economics and Management, University of Minho, Portugal)

Unprecedented changes in consumer shopping habits pose major challenges for retailers who need to consider the multidimensional nature of shopping in order to design...

Handbook of Research on Decision-Making Techniques in Financial Marketing

Hasan Dinçer (Istanbul Medipol University, Turkey), Serhat Yüksel (İstanbul Medipol University, Turkey)

Consumer needs and demands are constantly changing. Because of this, marketing science and finance have their own concepts and theoretical backgrounds for evaluating...

Managing Social Media Practices in the Digital Economy

Shirin Alavi (Jaypee Institute of Information Technology, India), Vandana Ahuja (Amity Business School, Amity University, Noida, India)

Social media platforms are powerful tools that can help organizations to gather user preferences and build profiles of consumers. These sites add value to business a...

Examining Cultural Perspectives in a Globalized World

Richard Brunet-Thornton (University of Economics, Prague, Czech Republic)

Researchers are beginning to draw attention to the human side concerning the implications of the digital age. Cultural challenges faced by international virtual team...

Impacts of Online Advertising on Business Performance

Tereza Semerádová (Technical University of Liberec, Czech Republic), Petr Weinlich (Technical University of Liberec, Czech Republic)

Creating a brand´s image to ultimately sell promoted products has made digital advertising a key instrument for reaching marketing and business goals for many compan...

Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer

Sumesh Singh Dadwal (Northumbia University, London, UK)

Connected customers, using a wide range of devices such as smart phones, tablets, and laptops have ushered in a new era of consumerism. Now more than ever, this chan...

Customer Satisfaction and Sustainability Initiatives in the Fourth Industrial Revolution

Cecilia Silvestri (University of Tuscia, Viterbo, Italy), Michela Piccarozzi (University of Tuscia, Viterbo, Italy), Barbara Aquilani (University of Tuscia, Viterbo, Italy)

A well-planned marketing orientation strategy that keeps customers informed is the first step to building a long-term relationship with customers and providing them...

Localizing Global Marketing Strategies: Emerging Research and Opportunities

Janell NaKia Harvey (DeVry University, USA)

Years of technological advancements have made it possible for the smallest of trades to develop their companies to sell their products all over the world. Global mar...

Handbook of Research on the Impact of Fandom in Society and Consumerism

Cheng Lu Wang (University of New Haven, USA)

Fans of specific sports teams, television series, and video games, to name a few, often create subcultures in which to discuss and celebrate their loyalty and enthus...

Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences

Fabio Musso (University of Urbino Carlo Bo, Italy), Elena Druica (University of Bucharest, Romania)

In the world of economics and business, engaging with loyal customers while also seeking out new, potential customers is a must. With the recent advancements of soci...

Improving Marketing Strategies for Private Label Products

Yusuf Arslan (Sakarya University, Turkey)

With changing economic and social environmental conditions and diversified consumer attitudes, national and international competition has increased among retailers....

Handbook of Research on Contemporary Consumerism

Hans Ruediger Kaufmann (University of Applied Management Studies Mannheim, Germany & University of Nicosia, Cyprus), Mohammad Fateh Ali Khan Panni (City University, Bangladesh)

Societal marketing has gained widespread recognition in the marketing discipline both in academia and the professional industry. The Handbook of Research on Contempo...

Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries

José Duarte Santos (Accounting and Business School, Polytechnic of Porto, Portugal), Óscar Lima Silva (Instituto Superior Politécnico Gaya, Portugal)

The growth of internet access and the entry of smartphones into everyday life has provided a revolutionary way for consumers to interact with businesses throughout t...

Exploring the Power of Electronic Word-of-Mouth in the Services Industry

Sandra Maria Correia Loureiro (Instituto Universitário de Lisboa, Portugal), Hans Ruediger Kaufmann (University of Applied Management Studies, Germany)

User opinions about service experiences have been extensively acknowledged to play a key role in influencing the consumption decisions of other customers. The widesp...

Green Marketing as a Positive Driver Toward Business Sustainability

Vannie Naidoo (University of KwaZulu-Natal, South Africa), Rahul Verma (Department of Training and Technical Education, India)

As corporations increasingly recognize the benefits of green marketing, the number of projects with important local environmental, economic, and quality-of-life bene...

Strategies and Tools for Managing Connected Consumers

Ree Chan Ho (Taylor's University, Malaysia)

Through the growing penetration of new technologies, online consumers can now share and collaborate amongst themselves while shopping online. As they receive informa...

Handbook of Research on Narrative Advertising

Recep Yilmaz (Ondokuz Mayıs University, Turkey)

Narration can be conceptualized as conveying two or more events (or an event with a situation) that are logically interrelated and take place over time and have a co...

Myth in Modern Media Management and Marketing

Jan Kreft (Jagiellonian University, Poland), Sylwia Kuczamer-Kłopotowska (University of Gdańsk, Poland), Anna Kalinowska-Żeleźnik (University of Gdańsk, Poland)

The development of communication technology and the proliferation of centers that collect, interpret, and transmit information does not mean that communities have be...

Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies

Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)

One of the most challenging obstacles for many businesses in successfully reaching a global market stems from cultural and language barriers and the lack of a clear...

Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments

Giuseppe Granata (University of Cassino and Southern Lazio, Italy), Andrea Moretta Tartaglione (University of Cassino and Southern Lazio, Italy), Theodosios Tsiakis (Alexander Technological Educational Institute of Thessaloniki, Greece)

Global economic scenarios are increasing in complexity due to the recent global financial crisis, globalization, the evolution of ICT, and the changing behaviors of...

Handbook of Research on Digital Marketing Innovations in Social Entrepreneurship and Solidarity Economics

Jose Manuel Saiz-Alvarez (Tecnologico de Monterrey, Mexico)

Technological advances in the realm of business have attributed to the global interest of using digital innovations to increase consumer traffic. Utilizing these new...

Structural Equation Modeling Approaches to E-Service Adoption

Yakup Akgül (Alanya Alaaddin Keykubat University, Turkey)

With the modernization of services offered through the internet, many traditional face-to-face services have adopted new e-service phenomena. Especially prevalent am...

Leveraging Computer-Mediated Marketing Environments

Gordon Bowen (Regent's University London, UK), Wilson Ozuem (University of Cumbria, UK)

Social media has redefined the way marketers communicate with their customers, giving consumers an advantage that they did not have previously. However, recent issue...

Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations

Manuel Alonso Dos Santos (Universidad Católica de la Santísima Concepción, Chile)

As with any business, economic, financial, and marketing management for sports organizations is critical for attracting, retaining, and engaging fans. Unlike typical...

Exploring the Dynamics of Consumerism in Developing Nations

Ayantunji Gbadamosi (University of East London, UK)

As developing nations increase their consumption rate, their relevance in the global marketplace grows. Existing assumptions and postulations about consumer consumpt...

Evaluating the Gaps and Intersections Between Marketing Education and the Marketing Profession

Margarida M. Pinheiro (University of Aveiro, Portugal), Ana Estima (University of Aveiro, Portugal), Susana Marques (University of Aveiro, Portugal)

Marketing has experienced unprecedented changes. Globalization, digital revolution, transparency, and growing pressure concerning the role of business in society are...

Advanced Methodologies and Technologies in Digital Marketing and Entrepreneurship

Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)

As businesses aim to compete internationally, they must be apprised of new methods and technologies to improve their digital marketing strategy in order to remain ah...

Multifaceted Explorations of Consumer Culture and Its Impact on Individuals and Society

David J. Burns (Kennesaw State University, USA)

Consumer culture influences virtually all activities within modern societies and has become an important area of study for businesses. Logical analysis of consumer b...

The Role of Language and Symbols in Promotional Strategies and Marketing Schemes

Manuela Epure (Spiru Haret University, Romania), Lorena Clara Mihăeş (University of Bucharest, Romania)

In the increasingly competitive global market, successful and meaningful intercultural advertising plays a key role in reaching out to consumers from diverse languag...

Application of Gaming in New Media Marketing

Pratika Mishra (Presidency University Bangalore, India), Swati Oberoi Dham (New Delhi Institute of Management, India)

The advent of the internet largely changed the landscape of marketing to adopt a wide variety of communication techniques and creative selling on virtual platforms....

Strategic Perspectives in Destination Marketing

Mark Anthony Camilleri (University of Malta, Malta)

The marketing of a destination necessitates effective strategic planning, decision making and organization. Notwithstanding, the destination managers should possess...

Optimizing Millennial Consumer Engagement With Mood Analysis

Sabyasachi Dasgupta (O.P. Jindal Global University, India), Priya Grover (Symbiosis International (Deemed University), India)

Consumer engagement is becoming crucial to the recall and survival of brands in intense competitive markets. Due to digital innovations, businesses have seen the eme...

Smart Marketing With the Internet of Things

Dora Simões (University of Aveiro, Portugal), Belem Barbosa (University of Porto, Portugal), Sandra Filipe (University of Aveiro, Portugal)

The internet of things (IoT) enhances customer experience, increases the amount of data gained through connected devices, and widens the scope of analytics. This pro...

Corporate Social Responsibility and Strategic Market Positioning for Organizational Success

Carlton Brown (University of Plymouth, UK), Uzoechi Nwagbara (Sunderland University, UK & Cardiff Metropolitan University, UK)

The decisions a corporation makes affect more than just its stakeholders, for they can have wide social, environmental, and economic consequences. The relationship b...

Marketing Techniques for Financial Inclusion and Development

Dhiraj Jain (Symbiosis International University (Deemed), India), Adya Sharma (Symbiosis International University (Deemed), India)

Financial inclusion has been one of the most propagated ideologies in countries, and as a result, significant efforts have been taken to nurture institutions and sys...

Diverse Methods in Customer Relationship Marketing and Management

In Lee (Western Illinois University, USA)

Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. By developing positive relationships...

Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption

Diana Bogueva (Curtin University, Australia), Dora Marinova (Curtin University, Australia), Talia Raphaely (Curtin University, Australia)

As marketing professionals look for more effective ways to promote their goods and services to customers, a thorough understanding of customer needs and the ability...

Analyzing Attachment and Consumers' Emotions: Emerging Research and Opportunities

Giuseppe Pedeliento (University of Bergamo, Italy)

In the rapidly changing landscape of society, understanding how consumers make purchasing decisions is essential to the success of any product or service organizatio...

Building Brand Identity in the Age of Social Media: Emerging Research and Opportunities

Amir Ekhlassi (University of Tehran, Iran), Mahdi Niknejhad Moghadam (Sharif University of Technology, Iran), Amir Mohammad Adibi (University of Tehran, Iran)

To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders....

Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities

Joana Coutinho de Sousa (Unlimited-Hashtag, Portugal)

A new sub-area of marketing is emerging called neuromarketing. It combines psychology, neuroscience, and economics with the study of consumer motivations. This is le...

Holistic Approaches to Brand Culture and Communication Across Industries

Sabyasachi Dasgupta (O.P. Jindal Global University, India), Santosh Kumar Biswal (Symbiosis International University, India), M. Anil Ramesh (Siva Sivani Institute of Management, India)

The world of brands is undergoing a sea of change in the domain of consumer culture and it has become a challenge to cater to the minds of audiences. As such, effect...

Multi-Platform Advertising Strategies in the Global Marketplace

Kenneth C. C. Yang (The University of Texas at El Paso, USA)

In today’s multi-platform ecosystem, marketers rely on advertisements that can be accessed across multiple digital platforms to enhance audience engagement and outre...

Exploring the Rise of Fandom in Contemporary Consumer Culture

Cheng Lu Wang (University of New Haven, USA)

This title is an IGI Global Core Reference for 2019 as it is one of the best-selling reference books within the Business and Management subject area since 2017. This...

Digital Marketing Strategies for Fashion and Luxury Brands

Wilson Ozuem (University of Gloucestershire, UK), Yllka Azemi (Indiana University Northwest, USA)

Online shopping has become increasingly popular due to its availability and ease. As a result, it is important for companies that sell high-end products to maintain...

Driving Customer Appeal Through the Use of Emotional Branding

Ruchi Garg (BML Munjal University, India), Ritu Chhikara (BML Munjal University, India), Tapan Kumar Panda (BML Munjal University, India), Aarti Kataria (Management Development Institute, India)

The value of advertising has always been an effective way to increase consumerism among customers. Through the use of emotional branding, companies and organizations...

Building Brand Equity and Consumer Trust Through Radical Transparency Practices

Elena Veselinova (Goce Delčev University of Štip, Macedonia), Marija Gogova Samonikov (Goce Delčev University of Štip, Macedonia)

The creation of business value and competitive advantage is crucial to any company in the modern corporate sector. By developing positive relationships with consumer...

Driving Traffic and Customer Activity Through Affiliate Marketing

Surabhi Singh (IMS Ghaziabad, India)

Technological developments have created new opportunities for contemporary businesses. Online stores can now utilize a specific branch of marketing in order to maxim...

Encouraging Participative Consumerism Through Evolutionary Digital Marketing: Emerging Research and Opportunities

Hans Ruediger Kaufmann (University of Nicosia, Cyprus), Agapi Manarioti (The Brand Love, Cyprus)

Technology has changed the buying and selling industry. Research of various consumer patterns can result in an increase of profits of organizations and corporations....

Strategic Marketing Management and Tactics in the Service Industry

Tulika Sood (JECRC University, India)

Customer satisfaction is a critical factor to the potential success or failure of a business. By implementing the latest marketing strategies, organizations can bett...

Narrative Advertising Models and Conceptualization in the Digital Age

Recep Yılmaz (Ondokuz Mayis University, Turkey)

The ubiquity of technology in modern society has opened new opportunities for businesses to employ marketing strategies. Through digital media, new forms of advertis...

Green Marketing and Environmental Responsibility in Modern Corporations

Thangasamy Esakki (Nagaland University, India)

In modern society, it has become increasingly important to consumers that their products be environmentally safe. Green marketing is the most efficient way for corpo...

Socio-Economic Perspectives on Consumer Engagement and Buying Behavior

Hans Ruediger Kaufmann (University of Applied Management Studies Mannheim, Germany & University of Nicosia, Cyprus), Mohammad Fateh Ali Khan Panni (City University, Bangladesh)

In modern business practices, marketing dimensions are changing with new opportunities appearing in consumer behavioral contexts. By studying consumer activities, bu...

Promotional Strategies and New Service Opportunities in Emerging Economies

Vipin Nadda (University of Sunderland, UK), Sumesh Dadwal (Northumbria University, UK), Roya Rahimi (University of Wolverhampton, UK)

Continuous improvements in emerging economies have created more opportunities for industrialization and rapid growth. This not only leads to higher standards in acco...

Strategic Uses of Social Media for Improved Customer Retention

Wafaa Al-Rabayah (Independent Researcher, Jordan), Rawan Khasawneh (Jordan University of Science and Technology, Jordan), Rasha Abu-shamaa (Yarmouk University, Jordan), Izzat Alsmadi (Boise State University, USA)

Social networking venues have increased significantly in popularity in recent years. When utilized properly, these networks can offer many advantages within business...

Analyzing Children's Consumption Behavior: Ethics, Methodologies, and Future Considerations

Jony Haryanto (President University, Indonesia), Luiz Moutinho (Dublin City University, Ireland)

To gain the most competitive edge, marketers must continually optimize their promotional strategies. While the adult population is a prominent target, there is signi...

Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement

Norazah Mohd Suki (Universiti Malaysia Sabah, Malaysia)

Consumer behavior is becoming increasingly complex in the current global market. A broader understanding of the psychologically-driven motivation of consumers and ch...

Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy

Mónica Gómez-Suárez (Universidad Autónoma de Madrid, Spain), María Pilar Martínez-Ruiz (University of Castilla-La Mancha, Spain)

As the global market continues to recuperate from economic downfall, it is essential for private label products to find ways to compete with alternatives offered by...

Handbook of Research on Consumerism and Buying Behavior in Developing Nations

Ayantunji Gbadamosi (University of East London, UK)

Having a grasp on what appeals to consumers and how consumers are making purchasing decisions is essential to the success of any organization that thrives by offerin...

Managing Public Relations and Brand Image through Social Media

Anurag Singh (Banaras Hindu University, India), Punita Duhan (Meera Bai Institute of Technology, India)

Each consumer now has the power to be a journalist, reviewer, and whistle blower. The prevalence of social media has made it possible to alter a brand’s reputation w...

Handbook of Research on Promotional Strategies and Consumer Influence in the Service Sector

Upendra Singh Panwar (Shri Govindram Seksaria Institute of Technology and Science, India), Raj Kumar (Banaras Hindu University, India), Nilanjan Ray (Netaji Mahavidyalaya, India)

Economic growth is directly impacted by a multitude of different industries; in recent years, the service industry has emerged as a significant contributor to the gl...

Global Marketing Strategies for the Promotion of Luxury Goods

Fabrizio Mosca (University of Turin, Italy), Rosalia Gallo (Universitat Autònoma de Barcelona, Spain)

Vast markets for high-symbolic-value goods serve as an expansive worldwide arena where luxury brands and products compete for consumer attention. As global luxury ma...

Global Perspectives on Contemporary Marketing Education

Brent Smith (Saint Joseph's University, USA), Amiram Porath (AmiPorCon Ltd, Israel)

A successful marketing department has the power to make or break a business. Today, marketing professionals are expected to have expertise in a myriad of skills and...

Competitive Social Media Marketing Strategies

Wilson Ozuem (University of Gloucestershire, UK), Gordon Bowen (Regent's University London, UK)

Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must...

Product Innovation through Knowledge Management and Social Media Strategies

Alok Kumar Goel (CSIR Human Resource Development Centre, India), Puja Singhal (Amity University, India)

Companies competing on a global scale must endeavor to launch new initiatives, products, and services aimed to set them apart from their competitors. Integrating tec...

Fuzzy Optimization and Multi-Criteria Decision Making in Digital Marketing

Anil Kumar (ABV-Indian Institute of Information Technology & Management, India), Manoj Kumar Dash (ABV-Indian Institute of Information Technology & Management, India)

The decision-making process has become a challenge in modern organizations due to increased access to information and large data sets. When considering single-criter...

Trends and Innovations in Marketing Information Systems

Theodosios Tsiakis (Alexander Technological Educational Institute of Thessaloniki, Greece)

Information technology has helped to facilitate the development of various marketing techniques, thus enabling a more efficient distribution of the data that are ess...

Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace

Sumangla Rathore (Sir Padampat Singhania University, India), Avinash Panwar (Sir Padampat Singhania University, India)

With the growth of information technology—and the Internet in particular—many new communication channels and platforms have emerged. These platforms are focused on b...

Strategic Customer Relationship Management in the Age of Social Media

Amir Khanlari (University of Tehran, Iran)

In today's society, organizations are looking to optimize potential social interactions and increase familiarity with customers by developing relationships with...

Maximizing Commerce and Marketing Strategies through Micro-Blogging

Janée N. Burkhalter (Saint Joseph’s University, USA), Natalie T. Wood (Saint Joseph’s University, USA & Edith Cowan University, Australia)

The Internet is quickly becoming a commonly used tool for business-customer interaction. Social media platforms that were once typically reserved for personal use ar...

Analyzing the Cultural Diversity of Consumers in the Global Marketplace

Juan Miguel Alcántara-Pilar (University of Granada, Spain), Salvador del Barrio-García (University of Granada, Spain), Esmeralda Crespo-Almendros (University of Granada, Spain), Lucia Porcu (University of Granada, Spain)

The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their...

Engaging Consumers through Branded Entertainment and Convergent Media

Jose Marti Parreno (Universidad Europea de Valencia, Spain), Carla Ruiz Mafe (Universidad de Valencia, Spain), Lisa Scribner (University of North Carolina Wilmington, USA)

Branded entertainment is gaining popularity within marketing communications strategies. Blurring the lines between advertisements and editorial content, branded mark...

Handbook of Research on Integrating Social Media into Strategic Marketing

Nick Hajli (Newcastle University Business School, UK)

To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders....

Customer Relationship Management Strategies in the Digital Era

Süphan Nasır (Istanbul University, Turkey)

In today’s global economy, social media and technological advances have changed the way businesses interact with their clientele. With new forms of communication and...

Handbook of Research on Effective Advertising Strategies in the Social Media Age

Nurdan Öncel Taşkıran (Ondokuz Mayıs University, Turkey), Recep Yılmaz (Ondokuz Mayıs University, Turkey)

Social media pervades people’s awareness and everyday lives while also influencing societal and cultural patterns. In response to the social media age, advertising a...

Understanding Consumer Behavior and Consumption Experience

Rajagopal (EGADE Business School, Tecnologico de Monterrey, Mexico), Raquel Castaño (EGADE Business School, Tecnologico de Monterrey, Mexico)

Success in the business world is not strictly reliant on producing valuable and in-demand products. Without a proper understanding of the consumers that a business m...

Emerging Trends and Innovation in Sports Marketing and Management in Asia

Ho Keat Leng (Nanyang Technological University, Singapore), Noah Yang Hsu (Aletheia University, Taiwan)

Once only associated with North America and Europe, formal athletic events are now becoming more prevalent in Asia as well. With the expansion of this industry, ther...

Cases on Branding Strategies and Product Development: Successes and Pitfalls

Sarmistha Sarma (Institute of Innovation in Technology and Management, Guru Gobind Singh Indraprashtha University, India), Sukhvinder Singh (Institute of Innovation in Technology and Management, Guru Gobind Singh Indraprashtha University, India)

The process of creating iconic brands varies from product to product and market to market. Effective branding strategies are imperative to success in a competitive m...

Handbook of Research on Managing and Influencing Consumer Behavior

Hans-Ruediger Kaufmann (University of Nicosia, Cyprus & International Business School at Vilnius University, Lithuania)

In recent years, all types of businesses have increasingly focused on the importance of the relationship with the customer. Customer knowledge management has become...

Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities

Gordon Bowen (Regent’s University, UK), Wilson Ozuem (University of Gloucestershire, UK)

For years, technology has been the impetus for progress in various processes, systems, and businesses; it shows no sign of ceasing further development. The applicati...

Market Research Methodologies: Multi-Method and Qualitative Approaches

Amandeep Takhar-Lail (University of Bedfordshire, UK), Ali Ghorbani (Payame Noor University, Iran)

Human inquiry has served as the impetus for a number of developments throughout history. Seeking new knowledge about the world around us helps to drive our progress...

Handbook of Research on Effective Marketing in Contemporary Globalism

Bryan Christiansen (PryMarke, LLC, USA), Salih Yıldız (Gümüşhane University, Turkey), Emel Yıldız (Gümüşhane University, Turkey)

The 21st century has brought about many changes in the economic realm due to acceleration of globalization. The competitive landscape in numerous areas must always b...

Strategic Marketing in Fragile Economic Conditions

Irene Samanta (Graduate Technological Education Institute of Piraeus, Greece)

In a time of economic downturn, effective marketing becomes increasingly difficult. In order to remain competitive and prosperous, organizations must strategically a...

Brand Management in Emerging Markets: Theories and Practices

Cheng Lu Wang (University of New Haven, USA), Jiaxun He (East China Normal University, China)

Worldwide brand competition has been facing new challenges as emerging markets evolve upon the global stage. Despite the fact that brand building among new markets i...

Handbook of Research on Retailer-Consumer Relationship Development

Fabio Musso (University of Urbino, Department of Economics, Society and Politics (DESP), Italy), Elena Druica (University of Bucharest, Department of Economic and Administrative Sciences, Romania)

Though based on an economic transition, retailer-consumer relationship is also influenced by non-economic factors and is a context of social interaction. With the em...

Strategies in Sports Marketing: Technologies and Emerging Trends

Manuel Alonso Dos Santos (Universidad Católica de la Santísima Concepción, Chile)

The application of marketing concepts to sports products and services is vital to the success of the industry. When appealing to the target audience of an event, it...

Handbook of Research on Consumerism in Business and Marketing: Concepts and Practices

Hans-Ruediger Kaufmann (University of Nicosia, Cyprus & International Business School at Vilnius University, Lithuania), Mohammad Fateh Ali Khan Panni (City University, Bangladesh)

The modern era of business has prompted an increased focus on the consumer and the responsibility of corporations to consider their ethical and social obligations to...

Handbook of Research on Management of Cultural Products: E-Relationship Marketing and Accessibility Perspectives

Lucia Aiello (Unviersitas Mercatorum, Italy)

An integrated approach to investigate, create, and propose a model for the value creation of cultural products is essential in maintaining its connection with e-rela...

Marketing in the Cyber Era: Strategies and Emerging Trends

Ali Ghorbani (Payame Noor University, Iran)

The growth of new technologies, internet, virtualization, and the globalization of production and consumption has given focus on new marketing strategies in the cybe...

Transcultural Marketing for Incremental and Radical Innovation

Bryan Christiansen (PryMarke, LLC, USA), Salih Yıldız (Gümüşhane University, Turkey), Emel Yıldız (Gümüşhane University, Turkey)

As technology continues to drive innovation and impact societies across multiple national boundaries and cultures, new approaches towards marketing products must be...

Progressive Trends in Knowledge and System-Based Science for Service Innovation

Michitaka Kosaka (Japan Advanced Institute of Science and Technology, Japan), Kunio Shirahada (Japan Advanced Institute of Science and Technology, Japan)

Scientific investigation in the service industry has produced a major effect on productivity and quality in order to lead to new services. With ever-evolving interne...

Innovations in Services Marketing and Management: Strategies for Emerging Economies

Anita Goyal (Indian Institute of Management (IIM), Lucknow, India)

Modern corporations face a variety of challenges and opportunities in the field of sustainable development. Properly managing assets and maintaining effective relati...

Internet Mercenaries and Viral Marketing: The Case of Chinese Social Media

Mei Wu (University of Macau, Macau), Peter Jakubowicz (The Chinese University of Hong Kong, Hong Kong), Chengyu Cao (Tsinghua University, China)

Social media and emerging internet technologies have expanded the ideas of marketing approaches. In particular, the phenomenon of the internet in China challenges th...

Cases on Consumer-Centric Marketing Management

Vimi Jham (Institute of Management Technology, Dubai, UAE), Sandeep Puri (Institute of Management Technology, Ghaziabad, India)

As marketing strategies remain an essential tool in the success of an organization or business, the study of consumer-centered behavior is valuable in the improvemen...

Organizations and Social Networking: Utilizing Social Media to Engage Consumers

Eldon Y. Li (National Chengchi University, Taiwan & California Polytechnic State University, USA), Stanley Loh (Lutheran University of Brasil (ULBRA), Brazil & Technology Faculty Senac Pelotas, Brazil), Cain Evans (University of Central England in Birmingham, UK), Fabiana Lorenzi (Lutheran University of Brasil (ULBRA), Brazil)

The modern business landscape demands that organizations maintain an online presence to network with their customers and investors. Therefore, understanding the link...

Consumer Information Systems and Relationship Management: Design, Implementation, and Use

Angela Lin (University of Sheffield, UK), Jonathan Foster (University of Sheffield, UK), Paul Scifleet (Charles Sturt University, Australia)

Businesses continue to design and implement a variety of information systems that facilitate the creation, aggregation, and provision of product-related information...

Marketing Decision Making and the Management of Pricing: Successful Business Tools

Dr. Rajagopal (EGADE Business School, Tecnologico de Monterrey (ITESM), Mexico)

The task of pricing a specific product or service is significant in maximizing the profits of business organizations. Therefore, the management of ideal pricing stra...

Online Advertising and Promotion: Modern Technologies for Marketing

Payam Hanafizadeh (Allameh Tabataba'i University, Iran), Mehdi Behboudi (Islamic Azad University, Iran)

Advertising, just like medicine and engineering, is a universal discipline of study, providing insight into understanding the business process anywhere in the world....

Advanced Technologies Management for Retailing: Frameworks and Cases

Eleonora Pantano (University of Calabria, Italy), Harry Timmermans (Eindhoven University of Technology, The Netherlands)

The application of advanced technologies to point of sale systems is a promising and relatively unexplored field of study, in particular when considering the introdu...

Mobilized Marketing and the Consumer: Technological Developments and Challenges

Gonca Telli Yamamoto (Okan University, Turkey)

In the last twenty years, the Internet and information technologies in general have evolved creating numerous changes and developments in regard to the circulation o...

Editor(s) Biography

Eldon Y. Li is the University Chair Professor of Management Information Systems at National Chengchi University in Taiwan. He is also professor emeritus of MIS in the College of Business at California Polytechnic State University, USA. In the past, he was a professor and Dean of the College of Informatics at Yuan Ze University in Taiwan, a professor and coordinator of the MIS Program at California Polytechnic, as well as a professor and Founding Director of the Graduate Institute of Information Management at National Chung Cheng University in Chia-Yi, Taiwan. He holds a PhD (1982) from Texas Tech University and is the editor-in-chief of several international journals. His current research interests include service science, entrepreneurship and technology management, electronic business, research methods, and information systems management.

Editorial Advisory Board

Editor-in-Chief

Eldon Y. Li, National Chengchi University, Taiwan & California Polytechnic State University, United States

Editorial Advisory Board

A. Parasuraman, University of Miami, United States

Allen S. Lee, Virginia Commonwealth University, United States

David C. Yen, SUNY College at Oneonta, United States

Detlef Schoder, University of Cologne, Germany

Detmar W. Straub, Georgia State University, United States

Efraim Turban, University of Hawaii, United States

Ephraim R. McLean Georgia State University, United States

Gary Klein, University of Colorado at Colorado Spring, United States

Jef I. Richards, University of Texas at Austin, United States

Jerzy A. Kisielnicki, Warsaw University, Poland

Michael J. Shaw, University of Illinois at Urbana-Champaign, United States

Michael McGrath, Victoria University, Australia

Mike Vitale, Monash University, Australia

Niels Bjørn-Andersen, Copenhagen Business School, Denmark

Ting-Peng Liang, National Sun Yat-Sen University, Taiwan

Vallabh Sambamurthy, Michigan State University, United States