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This book argues that digital marketing should benefit from emerging technologies to result in sustainable competitive values for businesses in both the digital and physical …
This volume approaches marcomm (marketing communication) from the phenomenology of markets in the context of the Global South and its postcolonial experiences. It provides a fresh …
This book consolidates case study based research in tourism, travel, hospitality, and events under one roof. It aims to consolidate cutting edge case study based research within …
This book analyses the ways in which crises, including COVID-19, can be managed within the tourism and hospitality industries in Asia, in ways that support the future of these …
This book is the first coherent presentation of the latest research and practices concerned with how recent advances in mobile information and communication technology (ICT) and …
Through in-depth case studies, this book seeks to reveal the secret of Huawei's rapid growth. The content of this book is rich and detailed. The authors combine first-hand …
This book provides a comprehensive overview of the role of immersive technology with multiple sectoral perspectives, such as entertainment, education, health care, and more. It …
This book contains a collection of teaching cases that study and emphasise how twenty-first-century businesses address and satisfy the needs and wants of socially conscious …
In today's competitive marketplace, businesses must be entrepreneurial to succeed. This book argues that entrepreneurship allows businesses to adapt to changing economic conditions …
This book presents theoretical insights into key aspects of Chinese brand cross-cultural communication, such as psychological distance, implicit context, brand narrative and …