This series welcomes proposals for original research projects that are either single or multi-authored or an edited collection from both established and emerging scholars working on any aspect of marketing theory and practice and provides an outlet for studies dealing with elements of marketing theory, thought, pedagogy and practice.
It aims to reflect the evolving role of marketing and bring together the most innovative work across all aspects of the marketing ‘mix’ – from product development, consumer behaviour, marketing analysis, branding, and customer relationships, to sustainability, ethics and the new opportunities and challenges presented by digital and online marketing.
By Henrik Hagtvedt
November 01, 2024
How does the art market choose its winners, thereby also deciding what millions of visitors to galleries and museums will view, year after year? Whereas art historical writing and contemporary commentary tend to highlight the efforts of specific artists, this book illustrates how money and ...
Edited
By Ayodele C. Oniku
October 25, 2024
The developing markets of Africa, Asia and the Middle-East are quickly becoming the future of world economic and trade development. They are affluent in terms of population, resources, and market expansion with rising interests of the EU, USA and multi-national corporations in the region. It is ...
By S M A Moin
July 12, 2024
Storytelling has redefined marketing from a brand monologue to brand-consumer dialogues, conversations, and co-creation. Drawing on interdisciplinary narrative literature and the perspectives of legendary practitioners, this book reveals the art of storified brand communications and how ...
Edited
By Maria Ivanova-Gongne, Lasse Torkkeli, Nikolina Koporcic, Wilhelm Barner-Rаsmussen
June 21, 2024
The business world consists of interlinked entities, which require acting cooperatively in order to reach the desired aims. Individuals are at the core of business-to-business (B2B) marketing and are responsible for making decisions, negotiating, networking, branding, and all other of the firm’s ...
Edited
By Fatema Kawaf, Ofer Dekel-Dachs
June 21, 2024
Despite the rising popularity of visual research methods, from images and collages to videos and animations, there is an imminent need for a book that can be a point of reference for learning about visual methods in the field of marketing and consumer research. This book offers a comprehensive ...
Edited
By Park Thaichon, Sara Quach
May 27, 2024
Artificial intelligence (AI) has driven businesses to adopt new business practices rapidly, enhance product development and services, has helped to power AI-based market intelligence and customer insights, and improve customer relationship management. This timely book addresses the use of AI in ...
By Paweł Bryła, Tomasz Domański
May 27, 2024
Country of origin and consumer ethnocentrism are evolving constructs as consumers’ perception of country, state, or region changes over time. Understanding consumer motivations and attitudes towards a country and its products can provide valuable insights for marketing strategies. This book ...
Edited
By Małgorzata Bartosik-Purgat, Nela Filimon
May 27, 2024
Consumers make purchasing decisions every day, taking into account their needs, preferences and beliefs which may change due to various determinants; some depending on the consumers themselves and others on the organizations acting in the market. What determinants are inducing these changes in ...
Edited
By José M. Álvarez-Monzoncillo
May 27, 2024
YouTube, Instagram, Facebook, Vimeo, Twitter, etc. have their own logics, dynamics and different audiences. This book analyses how the users of these social networks, especially those of YouTube and Instagram, become content prescribers, opinion leaders and, by extension, people of influence. What ...
By Gordon R. Foxall
March 12, 2024
Human consumption is multi- faceted and so requires inter- disciplinary exploration in order to explain a spectrum of experiences that is at once particular and allpervading. Consumer choice is a microcosm of human activity which transcends the purview of the archetypal marketing or consumer ...
Edited
By Nor Aida Abdul Rahman, T.C. Melewar, Pantea Foroudi, Suraksha Gupta
March 05, 2024
The academic and scholarly interest in the subject of branding in both the consumer and industrial markets has grown substantially in the dynamic post-pandemic environment. The growth in research outputs by a handful of business scholars explains the impact of brand in an industrial ...
By Dirk vom Lehn
January 31, 2024
Peopling Marketing, Organization, and Technology takes an interactionist attitude to study the organization of marketing interaction and the embedding of technology within that organization. By analysing clear illustrative studies, this book explicates the interactionist attitude and demonstrates ...