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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...

Current research on health, nutrition, and preventative care will always be in demand. As the battles against ailments such as diabetes and heart disease continue, medical professionals are seeking to create a healthier society through nutrition and dietary-based tactics. Nutraceutical and Functional...

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...

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....

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...

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...

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 systems to include an array of socio-economic classes. Various financial institutions and societies have taken steps toward financial...

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 to predict a target audience’s reaction to advertising campaigns is essential. The Handbook of Research on Social Marketing and Its...

In the rapidly changing landscape of society, understanding how consumers make purchasing decisions is essential to the success of any product or service organization. As such, marketing professionals are looking for more effective ways to promote their goods and services to their customers. Analyzing...

Health and nutrition has become a global focal point as the population continues to grow exponentially. While providing food for the global population is crucial, it is also necessary to provide options that are nutritious in order to promote healthier lifestyles around the world. Food Science and...

Microorganisms are an integral part of the fermentation process in food products and help to improve sensory and textural properties of the products. As such, it is vital to explore the current uses of microorganisms in the dairy industry. Microbial Cultures and Enzymes in Dairy Technology is a...

The application of marketing and management concepts to sports products and services is vital to the success of the industry. When appealing to the target audience of an event, it is essential to construct a strong marketing plan by utilizing emergent technologies and strategies. Sports Media...

Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. By developing positive relationships with consumers, businesses can better maintain their customers’ loyalty. Diverse Methods in Customer Relationship Marketing and...