Data-driven marketing is a huge aspect of any modern-day marketing plan, but balancing customers’ privacy concerns with ......more

Data-driven marketing is a huge aspect of any modern-day marketing plan, but balancing customers’ privacy concerns with ......more

In today’s highly competitive marketplace, a brand must tell meaningful stories that resonate with their target audience......more

Review of Marketing Research pushes the boundaries of marketing - broadening the marketing concept to make the world a b......more

Compiled from 10 years of research, with chapters contributed by experts in the field, we demonstrate how tourism will b......more

War and conflict have always been a recurring aspect of human history with a considerable impact on the countries involv......more

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This book provides basic knowledge and understanding for successful sports sponsorship. The structure of the book is bas......more

In the face of climate change and resulting environmental and social crises, sustainable consumption has become a widely......more

This text provides a holistic, integrated and in-depth perspective on the growing field of customer experience (CX), in ......more

This text provides a holistic, integrated and in-depth perspective on the growing field of customer experience (CX), in ......more

Now in its sixth edition, this book provides engaging, practice-oriented case studies analyzing communication profession......more

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This open access book presents the latest findings of researchers from around the globe who presented their work at the ......more

This open access book presents the latest findings of researchers from around the globe who presented their work at the ......more

The book features the second volume of the proceedings of the 10th International Conference of the International Associa......more

This book is designed to impart and convey knowledge as well as understanding of the range of biometric technologies and......more

Boeing Max 737’s twin crashes, Volkswagen’s Dieselgate scandal, worms in Cadbury’s chocolates, cyanide in Tylenol, the #......more

From developed to developing nations, the utilization of tourism as a development strategy has been a prevalent practice......more

The customer changed. And marketers, advertisers and business owners are still playing catch-up in a world where buying ......more

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Public Relations Planning: A Practical Guide for Strategic Communication provides students with an in-depth understandin......more

This book investigates value co-creation processes within the context of circular entrepreneurship. By rooting the book ......more

This book is a collection of studies that explores the adoption, applications, and implications of emerging technologies......more

This book shows how managers at all levels of the company can master the challenges of sustainable corporate management ......more

This book describes how cooperation between companies and non-profit organizations can be successfully structured. Compa......more

The Darker Side of Social Media: Consumer Psychology and Mental Health takes a research-based, scientific approach to ex......more

This book investigates the growing influence of artificial intelligence in the marketing sphere, providing insights into......more

The uptake of digital media platforms necessitates the need to understand how digital cultures of consumers and brands a......more

This book explores the service economy and challenges that all organizations face as goods and services make way for a w......more

The Darker Side of Social Media: Consumer Psychology and Mental Health takes a research-based, scientific approach to ex......more

This book examines the impact of the COVID-19 pandemic on tourism performance in Africa. It covers a wide range of topic......more

This book consolidates case study based research in tourism, travel, hospitality, and events under one roof. It aims to ......more

Everywhere we turn, brands and organizations are under fire for failing to treat their customers with respect and dignit......more

Everywhere we turn, brands and organizations are under fire for failing to treat their customers with respect and dignit......more

A real-world, one-of-a-kind resource for anyone who has ever been underestimated, overlooked, or misunderstood at the ne......more

Strategic International Marketing, 2e offers a uniquely adaptable strategy framework for firms of all sizes that are loo......more

Advertising Disability invites Cultural Disability Studies to consider how advertising, as one of the most ubiquitous fo......more

First published in 1927, Economics and Human Behaviour is a defence of orthodox economics against the attacks of social ......more

"Mastering Corporate Communication" is a comprehensive guide designed to assist communication professionals in navigatin......more

Despite the rising popularity of visual research methods, from images and collages to videos and animations, there is an......more

This book critically discusses the historical backgrounds and new developments of the theories of games, decisions, and ......more

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This edited volume makes a unique and timely contribution by exploring in depth the topic of strategic communication and......more

This book proposes a model of internal communication based on empirical research to demonstrate how contemporary organiz......more

Personal Branding in the Knowledge Economy: The Interrelationship between Corporate and Employee Brands aims to contribu......more

Consumers make purchasing decisions every day, taking into account their needs, preferences and beliefs which may change......more

Branded Entertainment in Korea examines the varied texts and wider context of branded entertainment and related advertis......more

Management accountants should have a key role to play in developing and executing pricing strategy and policy. However, ......more

Public relations is a uniquely pervasive force in our modern economy, influencing every aspect of our lives from the per......more

YouTube, Instagram, Facebook, Vimeo, Twitter, etc. have their own logics, dynamics and different audiences. This book an......more

Artificial intelligence (AI) has driven businesses to adopt new business practices rapidly, enhance product development ......more

The Routledge Companion to Marketing and Society focuses on marketing for social impact as the use of marketing strategi......more

This volume explores the dynamic nature of emerging markets, which constitute a major share of global GDP, with a focus ......more

This edited volume analyses leadership in the public relations (PR) industry with a specific focus on women and their le......more

Crises like the COVID-19 pandemic are wake-up calls for enterprises to review their current risk management models. This......more

This book studies the use of digital marketing across the economic, social, and political sectors of India. It looks at ......more

This handbook brings together multidisciplinary and internationally diverse contributors to provide an overview of theor......more

This book argues that digital marketing should benefit from emerging technologies to result in sustainable competitive v......more

Rapid digitalisation and social media use has led to the evolution of customer behaviour and for any business it has bec......more

In his seventh business book, bestselling author, entrepreneur, and investor Gary Vaynerchuk offers fresh, in-depth advi......more

Introducing students to contemporary brand management and innovation with a focus on how companies and consumers interac......more

In today’s global business environment, Customer Relationship Management (CRM) has become key to the success of many int......more

In today’s global business environment, Customer Relationship Management (CRM) has become key to the success of many int......more

Curious about how events can make a difference and create a meaningful impact? Then this is the book for you. ’Design to......more

The best originals are thieves. Even Picasso evolved from cave drawings. Originals are curators. They take what’s out th......more

Modern and practical business lessons from Natasha Oakley, co-founder of Monday Swimwear and The Pilates Class. Do you h......more