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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...

The field of social entrepreneurship is attracting attention from multiple industries. Social entrepreneurs are responsible for finding ways to creatively contribute to society by providing affordable products and services. Creating Business Value and Competitive Advantage With Social Entrepreneurship...

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 digital economy is a driver of change, innovation, and competitiveness for international businesses and organizations. Because of this, it is important to highlight emergent and innovative aspects of marketing strategies and entrepreneurial approaches to overcome the challenges of the digital...

Developments in the global economy have drastically transformed traditional businesses and trading systems. New communications and computing technology have not only opened global trade but have also provided customers with more choices and transparent supply alternatives. As such, modern firms are...

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...

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....

There has been an increase in women entrepreneurs participating in the growth of local, regional, national, and global economies. While these women showcase crucial skills for strategic leadership and strategy that can advance companies, they face cultural, educational, social, and political barriers...

In a resolutely practical and data-driven project universe, the digital age changed the way data is collected, stored, analyzed, visualized and protected, transforming business opportunities and strategies. It is important for today’s organizations and entrepreneurs to implement a robust data strategy...

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...

Migrating to a different country can be difficult, especially when attempting to start a business. Africans who migrate to the UK manage to negotiate and forge relationships among themselves and with the members of their host society. In doing so, they not only demonstrate tactics to form...

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...

In the past, family-owned and operated businesses contributed greatly to the economy. Now, however, these types of entrepreneurship models are almost nonexistent due to large, corporate companies taking control of the market. For the family trade to survive, those in the industry need to research...

Businesses are looking for methods to incorporate social entrepreneurship in order to generate a positive return to society. Social enterprises have the ability to improve societies through altruistic work to create sustainable work environments for future entrepreneurs and their communities. Social...

In a global and increasingly competitive world, companies must be aware of important drivers. Entrepreneurship and innovation are important contributions to the development of economies and creation of employment, gaining relevance in the business context due to a more complex market and needs for...

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...