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  • Sách/Book

  • Marketing of Consumer Financial Products: Insights From Service Marketing

    • Authors: Srivastava, Ritu (2023)

  • This book provides a paradigm shift of thinking that is necessary to address the changing needs of the customers demanding for personalized and customized financial services in a globally competitive market.This book is a practical treatise synergized with a straightforward presentation style. The concepts presented are relatable to the Global Financial Supply Chains.
  • Sách/Book

  • Customer service marketing : managing the customer experience

    • Authors: Torres, Edwin N (2023)

  • This timely book is a comprehensive overview of customer service principles, theories, and practices. It looks at the best practices of service enterprises and the delivery of superior customer service. It also includes classic and contemporary theories relating to the consumers, managers, and their behaviors in organizational setting. The book uses real life applications through examples from business enterprises in various service sectors including hotels, restaurants, theme parks, event management, airlines, cruises, (e-)retailers, finance. The book covers important concepts in service design and delivery including customer experiences, peer-to-peer services
  • Sách/Book

  • Visualizing Marketing: From Abstract to Intuitive

    • Authors: Kucuk, S. Umit (2023)

  • This book argues that the apparent omnipotence of algorithms today is not what it seems, particularly, in marketing, where they actually offer less than they could. Considering the reasons behind this, it also notes that Big Data has relaunched a kind of data glorification and automated procedures that, culturally, marketing has already recognized and overcome at least once.
  • Sách/Book

  • Brand storytelling : integrated marketing communication for the digital media landscape

    • Authors: Quesenberry, Keith A (2023)

  • Quesenberry and Coolsen present a balance of research and theory with practical application and case studies within a classroom-friendly framework for undergraduate or graduate courses or for the marketing communications professional looking for a guide to integrate storytelling into their brand communications. Emphasizing digital and social media perspectives in the strategic planning and campaign process, Brand Storytelling also surveys TV, radio, outdoor, print opportunities as well as earned, shared, owned, and paid media.
  • Sách/Book

  • Effectiveness of Influencer Marketing

    • Authors: Johne, Jane (2023)

  • This book has the overarching goal to examine the impact of influencer marketing on consumer behavior and the resulting business success.
  • Sách/Book

  • Consumer behaviour : buying, having, being

    • Authors: Solomon, Michael R (2023)

  • Learners are provided with a balanced look of the complexity of consumer behaviour theory with the need to make sense of the concepts for the real world. The ideas prese
  • Sách/Book

  • Contemporary issues in marketing and consumer behaviour

    • Authors: Parsons, Elizabeth (2023)

  • This third edition of Contemporary Issues in Marketing and Consumer Behaviour has been revised and updated to reflect the fast-changing world we live in. The new state of the art chapter on digital marketing digs deeply into two new frontiers of marketing which have significant impact on contemporary social life: influencer marketing, and online gaming. Other new topics help us to understand how marketing can perpetuate local and global inequality through creating and sustaining hierarchies of knowledge and influencing norms of race, disability, gender and sexual orientation.
  • Sách/Book

  • Principles of marketing

    • Authors: Kotler, Philip (2024)

  • To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing
  • Sách/Book

  • Religion and consumer behaviour : influence of religiosity and culture on consumption

    • Authors: Gupta, Gaurav (2023)

  • Religion is an important part of individual lives, playing a major role in our decision making and puchasing. Understanding the influence of religion on consumer behaviour is therefore an essential practice for business. The COVID-19 pandemic has especially enhanced the influence of consumers' religiosity on their consumption decisions. This book concentrates on understanding the relationship of religiosity with various aspects of consumption and consumer behaviour to improve policy and build on an under represented topic