Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES): 159 Volumes

Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES): 159 Volumes

Series Editor(s): Eldon Y. Li (National Chengchi University, Taiwan & California Polytechnic State University, USA)
ISSN: 2327-5502|EISSN: 2327-5529
Select a Format:
Institutions: Print
List Price: $38,280.00


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

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)
Copyright © 2024. 320 pages.
In the rapidly evolving digital landscape, the ability to connect with consumers through personalized and programmatic advertising has become a vital skill for globa...
The Use of Artificial Intelligence in Digital Marketing: Competitive Strategies and Tactics
Sandrina Teixeira (CEOS.PP, Polytechnic of Porto, School of Accounting and Administration of Porto, Portugal), Jorge Remondes (CEOS.PP, Polytechnic of Porto, School of Accounting and Administration of Porto, Portugal)
Copyright © 2024. 330 pages.
In today's rapidly evolving landscape, AI has become an indispensable tool for organizations seeking to enhance their understanding of customers, boost productiv...
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 China), Ruzive Bensson (Modern College of Business and science, Oman), Christina Blossom (Middle East College, Oman)
Copyright © 2024. 360 pages.
In the wake of increasing consumer and stakeholder concerns regarding environmental and social issues, and the vulnerabilities exposed by the COVID-19 pandemic, sust...
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)
Copyright © 2023. 300 pages.
In today's rapidly evolving digital landscape, entrepreneurs in the grocery retail industry face numerous challenges in navigating the complexities of online ope...
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)
Copyright © 2024. 320 pages.
As the world continues to grapple with issues of diversity, equity, and inclusion (DEI), organizations face numerous challenges in determining the most effective dig...
Social Media and Online Consumer Decision Making in the Fashion Industry
Theodore Tarnanidis (International Hellenic University, Greece), Eyridiki Papachristou (International Hellenic University, Greece), Michail Karypidis (International Hellenic University, Greece), Vasileios Ismyrlis (Hellenic Open University, Greece & Hellenic Statistical Authority, Greece)
Copyright © 2023. 393 pages.
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)
Copyright © 2023. 260 pages.
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)
Copyright © 2023. 457 pages.
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)
Copyright © 2023. 324 pages.
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)
Copyright © 2023. 393 pages.
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)
Copyright © 2023. 302 pages.
One of the greatest global challenges is to integrate economic growth and welfare with environmental sustainability. The 12th goal under the United Nations Sustainab...
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 (TaTu), Ghana), Gideon Awini (University of Ghana Business School, Ghana)
Copyright © 2023. 300 pages.
Blockchain is a groundbreaking technology that is altering supply chain management and has tremendous ramifications for many businesses. There have been several scho...
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)
Copyright © 2023. 330 pages.
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...
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)
Copyright © 2023. 455 pages.
The prominent idea of sustainable development has influenced almost all disciplines, changing our understanding and behavior toward sustainability. In this respect,...
Origin and Branding in International Market Entry Processes
Carlos Francisco e Silva (Universidade Europeia, Portugal)
Copyright © 2023. 320 pages.
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...
Global Applications of the Internet of Things in Digital Marketing
Arshi Naim (King Kalid University, Saudi Arabia), V. Ajantha Devi (AP3 Solutions, India)
Copyright © 2023. 410 pages.
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 University, India), Babita Singla (Chitkara Business School, Chitkara University, India), Nripendra Singh (PennWest University, Clarion, USA)
Copyright © 2023. 338 pages.
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)
Copyright © 2023. 334 pages.
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)
Copyright © 2023. 387 pages.
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)
Copyright © 2023. 346 pages.
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)
Copyright © 2023. 366 pages.
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)
Copyright © 2023. 335 pages.
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)
Copyright © 2023. 404 pages.
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)
Copyright © 2023. 236 pages.
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)
Copyright © 2023. 300 pages.
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)
Copyright © 2023. 438 pages.
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 (Sinotrend Consulting, China)
Copyright © 2023. 276 pages.
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)
Copyright © 2023. 441 pages.
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)
Copyright © 2023. 298 pages.
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)
Copyright © 2023. 310 pages.
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)
Copyright © 2023. 316 pages.
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)
Copyright © 2022. 306 pages.
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)
Copyright © 2022. 360 pages.
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)
Copyright © 2022. 458 pages.
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 Akev University, Turkey)
Copyright © 2022. 596 pages.
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)
Copyright © 2022. 327 pages.
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)
Copyright © 2022. 234 pages.
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)
Copyright © 2022. 317 pages.
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)
Copyright © 2022. 397 pages.
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)
Copyright © 2022. 346 pages.
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)
Copyright © 2022. 285 pages.
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)
Copyright © 2022. 361 pages.
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)
Copyright © 2022. 272 pages.
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)
Copyright © 2021. 342 pages.
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)
Copyright © 2021. 329 pages.
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)
Copyright © 2021. 355 pages.
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)
Copyright © 2021. 471 pages.
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)
Copyright © 2021. 310 pages.
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)
Copyright © 2021. 383 pages.
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)
Copyright © 2021. 351 pages.
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)
Copyright © 2021. 334 pages.
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)
Copyright © 2021. 244 pages.
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)
Copyright © 2021. 357 pages.
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)
Copyright © 2021. 318 pages.
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)
Copyright © 2021. 311 pages.
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)
Copyright © 2021. 702 pages.
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)
Copyright © 2021. 391 pages.
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)
Copyright © 2020. 299 pages.
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)
Copyright © 2020. 304 pages.
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)
Copyright © 2020. 546 pages.
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)
Copyright © 2020. 424 pages.
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)
Copyright © 2020. 646 pages.
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)
Copyright © 2020. 312 pages.
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)
Copyright © 2020. 350 pages.
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)
Copyright © 2020. 262 pages.
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)
Copyright © 2020. 532 pages.
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)
Copyright © 2020. 389 pages.
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)
Copyright © 2020. 152 pages.
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)
Copyright © 2020. 605 pages.
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)
Copyright © 2020. 571 pages.
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)
Copyright © 2020. 383 pages.
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)
Copyright © 2020. 361 pages.
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)
Copyright © 2020. 267 pages.
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)
Copyright © 2020. 463 pages.
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)
Copyright © 2020. 356 pages.
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 C. Ho (Taylor's University, Malaysia)
Copyright © 2020. 365 pages.
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)
Copyright © 2019. 400 pages.
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)
Copyright © 2019. 317 pages.
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)
Copyright © 2019. 339 pages.
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)
Copyright © 2019. 413 pages.
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)
Copyright © 2019. 438 pages.
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)
Copyright © 2019. 350 pages.
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)
Copyright © 2019. 473 pages.
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)
Copyright © 2019. 325 pages.
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)
Copyright © 2019. 428 pages.
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)
Copyright © 2019. 252 pages.
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)
Copyright © 2019. 818 pages.
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)
Copyright © 2019. 318 pages.
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)
Copyright © 2019. 333 pages.
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)
Copyright © 2019. 312 pages.
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)
Copyright © 2019. 411 pages.
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)
Copyright © 2019. 351 pages.
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)
Copyright © 2019. 304 pages.
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)
Copyright © 2019. 301 pages.
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)
Copyright © 2018. 311 pages.
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)
Copyright © 2018. 333 pages.
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)
Copyright © 2018. 453 pages.
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)
Copyright © 2018. 308 pages.
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)
Copyright © 2018. 189 pages.
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)
Copyright © 2018. 200 pages.
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)
Copyright © 2018. 281 pages.
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)
Copyright © 2018. 377 pages.
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)
Copyright © 2018. 300 pages.
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)
Copyright © 2018. 460 pages.
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)
Copyright © 2018. 366 pages.
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)
Copyright © 2018. 392 pages.
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)
Copyright © 2018. 233 pages.
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)
Copyright © 2017. 222 pages.
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)
Copyright © 2017. 393 pages.
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)
Copyright © 2017. 360 pages.
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)
Copyright © 2017. 294 pages.
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)
Copyright © 2017. 420 pages.
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)
Copyright © 2017. 417 pages.
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)
Copyright © 2017. 311 pages.
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)
Copyright © 2017. 278 pages.
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)
Copyright © 2017. 374 pages.
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)
Copyright © 2016. 625 pages.
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)
Copyright © 2016. 565 pages.
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)
Copyright © 2016. 353 pages.
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)
Copyright © 2016. 492 pages.
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)
Copyright © 2016. 329 pages.
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)
Copyright © 2016. 293 pages.
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)
Copyright © 2016. 317 pages.
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)
Copyright © 2016. 421 pages.
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)
Copyright © 2016. 368 pages.
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)
Copyright © 2015. 454 pages.
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)
Copyright © 2016. 339 pages.
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)
Copyright © 2015. 332 pages.
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)
Copyright © 2015. 380 pages.
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)
Copyright © 2015. 403 pages.
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)
Copyright © 2015. 353 pages.
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)
Copyright © 2015. 438 pages.
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)
Copyright © 2015. 322 pages.
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)
Copyright © 2015. 509 pages.
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)
Copyright © 2015. 303 pages.
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)
Copyright © 2015. 355 pages.
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)
Copyright © 2015. 417 pages.
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)
Copyright © 2015. 728 pages.
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)
Copyright © 2015. 406 pages.
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)
Copyright © 2015. 300 pages.
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)
Copyright © 2014. 463 pages.
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)
Copyright © 2014. 300 pages.
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)
Copyright © 2014. 337 pages.
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)
Copyright © 2014. 589 pages.
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)
Copyright © 2014. 363 pages.
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)
Copyright © 2014. 668 pages.
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)
Copyright © 2014. 486 pages.
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)
Copyright © 2014. 357 pages.
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)
Copyright © 2014. 588 pages.
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)
Copyright © 2014. 511 pages.
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)
Copyright © 2014. 331 pages.
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)
Copyright © 2014. 326 pages.
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)
Copyright © 2014. 373 pages.
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)
Copyright © 2013. 445 pages.
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)
Copyright © 2013. 256 pages.
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)
Copyright © 2013. 358 pages.
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)
Copyright © 2012. 248 pages.
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)
Copyright © 2011. 408 pages.
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)
Copyright © 2010. 292 pages.
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

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