This second edition of the Handbook of Business-to-Business Marketing provides an updated comprehensive state-of-the-art overview of business-to-business (B2B) marketing by leading …
The Handbook of Islamic Marketing provides state-of-the-art scholarship on the intersection of Islam, consumption and marketing and lays out an agenda for future research.The …
The Handbook of Research on Identity Theory in Marketing features cutting-edge research that delves into the origins and consequences of identity loyalty and organizes these …
'A must-read for any marketer, be it a curious researcher, entry level manager or senior leader. Chapters in this book offer the right amount of theory and practical implications …
The Handbook of Marketing Analytics showcases analytical marketing methods and their high-impact real-life applications in marketing management, public policy, and litigation …
Successful exchange relationships between organizations and their various partners in those exchanges - suppliers, customers, employees, or a wide variety of other types of …
The advent of e-commerce and the rise of hard discounters have put severe pressure on traditional retail chains. Boundaries are blurring: traditional brick-and-mortar players are …
Unique and timely, this Research Handbook on Luxury Branding explores and takes stock of the current body of knowledge on luxury branding, as well as offering direction for future …
Many organizations have found that the value to business operations and financial performance created by the marketing function has become very important. The need to demonstrate …
Place branding as an academic field is both challenging and under explored. In the face of an ever-expanding global urban population, this Handbook illustrates how place branding …
