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To survive in today’s competitive and globalized business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Examining the relationship between culture and marketing can provide companies with the data they need to expand their...

Transmedia storytelling is defined as a process where integral elements of fiction get dispersed systematically across multiple delivery channels to create a unified and coordinated entertainment experience. This process and its narrative models have had an increasing influence on the academic world in...

The decisions a corporation makes affect more than just its stakeholders, for they can have wide social, environmental, and economic consequences. The relationship between marketing and corporate social responsibility is important to facing these consequences and providing organizational success....

Consumer engagement is becoming crucial to the recall and survival of brands in intense competitive markets. Due to digital innovations, businesses have seen the emergence of the millennial population as a target audience, and many businesses are struggling with adopting methods to engage the...

The internet of things (IoT) enhances customer experience, increases the amount of data gained through connected devices, and widens the scope of analytics. This provides a range of exciting marketing possibilities such as selling existing products and services more effectively, delivering truly...

In the increasingly competitive global market, successful and meaningful intercultural advertising plays a key role in reaching out to consumers from diverse language and cultural backgrounds. Therefore, it is crucial for individuals and businesses to be able to navigate the field of marketing...

The marketing of a destination necessitates effective strategic planning, decision making and organization. Notwithstanding, the destination managers should possess relevant knowledge and understanding on traditional and contemporary marketing channels to better engage with prospective visitors....

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. Gaming provides a highly pervasive and influential mode of offering new media communication to consumers that can be further improved by...

Marketing has experienced unprecedented changes. Globalization, digital revolution, transparency, and growing pressure concerning the role of business in society are affecting marketing functions. Simultaneously, these changes are forcing both academics and professionals to reinvent and reposition...

The effective use of technology offers numerous benefits in protecting cultural heritage. With the proper implementation of these tools, the management and conservation of artifacts and knowledge are better attained. Digital Curation: Breakthroughs in Research and Practice is a critical source of...

In today’s society, modern power grids are driven closer to transfer capacities due to increased consumption and power transfers, endangering the security of the systems. Providing methods in controlling variables to minimize costs, transmission loss, and voltage deviation of power system operation...

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 understanding of this issue. It is critical for businesses to understand these cultural and language barriers and how to face them through...

The world of brands is undergoing a sea change in the domain of consumer culture, and it has become a challenge to cater to the taste and needs of audiences. The process of creating iconic brands varies from product to product and market to market. Effective branding strategies are imperative for...

Digital humanities is a dynamic and emerging field that aspires to enhance traditional research and scholarship through digital media. Although countries around the world are witnessing the widespread adoption of digital humanities, only a small portion of the literature discusses its development in...

Social media has redefined the way marketers communicate with their customers, giving consumers an advantage that they did not have previously. However, recent issues in online communication platforms have increased the challenges faced by marketers in developing and retaining their customers....

Continuing advancements in electronics creates the possibility of communicating with more people at greater distances. Such an evolution calls for more efficient techniques and designs in radio communications. Emerging Innovations in Microwave and Antenna Engineering provides innovative insights into...

As with any business, economic, financial, and marketing management for sports organizations is critical for attracting, retaining, and engaging fans. Unlike typical businesses, the sports industry is inconsistent, highly emotional with a strong personal nature, and operates in various markets where...

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 ahead of their competition. Trends in entrepreneurship that drive consumer engagement and business initiatives, such as social media...

Global economic scenarios are increasing in complexity due to the recent global financial crisis, globalization, the evolution of ICT, and the changing behaviors of consumers. This has made it difficult to predict trends and build strategies within the retail industry. As a result, long-term forecasts...

Many governments in developing nations are finding it nearly impossible to address challenges posed to their countries, including poverty, disease, and high levels of youth unemployment. Thus, social entrepreneurs are attempting to address these social challenges through the creation of social...

As developing nations increase their consumption rate, their relevance in the global marketplace grows. Existing assumptions and postulations about consumer consumption in various societies are being displaced largely due to the dynamic nature of the market. However, research has not been adequately...

Because society depends greatly on electric energy, power system control and protection focuses on ensuring a secure and reliable supply of power. To operate the electric systems in safe mode, the power system component should be equipped with intelligent controllers. The Handbook of Research on Smart...

Microwave photonics and information optics provide high bandwidth and precision along with ultrafast speed at a low cost. In order to reduce noise at the communication trans-receivers, scattering in the devices needs to be decreased, which can be achieved by replacing optoelectronic devices with...

Technological advances in the realm of business have attributed to the global interest of using digital innovations to increase consumer traffic. Utilizing these new techniques can increase the profitability of business industries and consumer analytic information for future reference. The Handbook of...

Access to power and electricity is a vital resource for businesses and for sustaining the livelihood of consumers. However, producing reliable and renewable energy and distributing it in rural areas can be challenging. Such activities require special technical support measures for organizing a highly...