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This book presents the latest research and recent studies in the field of national brand and private label marketing. It covers a wide range of topics, including retailing, marketing, general business, psychology, economics and statistics. Meer
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Meer
Data analysis, machine learning and knowledge discovery are research areas at the intersection of computer science, artificial intelligence, mathematics and statistics. Meer
This book shows how to build successful luxury brands using the power of sensory science and neuro-physiology. The author introduces – based on inspiring business cases like Tesla, Louis Vuitton, Chanel, Hermès, Moncler, Louboutin, or Sofitel in industries such as Fashion, Automotive or Leisure – groundbreaking scientific methods - like the Derval Color Test® taken by over 10 million people - to predict luxury shoppers’ preferences and purchasing patterns and illustrates common and unique features of successful luxury brands. Meer
This book takes a fresh look at pricing, product differentiation and the need for decommoditisation in market sectors where products and services are standardised and interchangeable. Meer
This book analyzes various digital transformation processes in journalism and news media. By investigating how these processes stimulate innovation, the authors identify new business and communication models, as well as digital strategies for a new environment of global information flows. Meer
Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boot business performance for competitive advantage. Meer
Consumers’ beliefs and attitudes towards online sales significantly influence buying behavior on the internet. However, the impact of these thoughts and beliefs on the decision to make an online purchase is not direct. Meer
Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Meer
This proceedings volume highlights the latest research presented at the 9th International Conference on Research on National Brand & Private Label Marketing (NB&PL2022). Meer
This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. Meer
This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. Meer
This edited volume explores marketing in the Post-COVID world and the significant changes that have recently hit the markets. It examines the newly emerging paradigms due to shifts in consumer behaviour and market responses arising from the COVID-19 crisis. Meer
Dieses Buch zeigt, warum sich Marketing zu einem nachhaltigeren und verantwortungsvollen Handeln weiterentwickeln muss und wie das professionell gelingen kann. Meer
This interdisciplinary book extends knowledge by comparing rivalry and rival group behavior in sport within areas outside of sport, such as consumer brands, political discourse, and product/service preferences. Meer
This book sheds light on marketing effectiveness and accountability marketing in small and medium-sized enterprises (SMEs). Using a multi-method investigation, it includes a knowledge inquiry of marketing knowledge and customer knowledge, a qualitative inquiry utilizing semi structured interviews and thematic data analysis, a quantitative analysis utilizing survey and structural equations modelling, and a case study that employs both narrative (storytelling) data analysis and an accountability audit with a techno marketing SME. Meer
This book provides a comprehensive overview of digital trends, innovations, and strategies in fashion retailing. As consumers adopt new technologies and ways of shopping, fashion brands are constantly looking for ways to innovate and achieve digital transformation. Meer
There is an increasing interest in emerging markets because of the higher economic growth rates compared to developed economies. However, these markets have a diverse consumer base with unique needs and preferences. Meer
This book sheds light on marketing effectiveness and accountability marketing in small and medium-sized enterprises (SMEs). Using a multi-method investigation, it includes a knowledge inquiry of marketing knowledge and customer knowledge, a qualitative inquiry utilizing semi structured interviews and thematic data analysis, a quantitative analysis utilizing survey and structural equations modelling, and a case study that employs both narrative (storytelling) data analysis and an accountability audit with a techno marketing SME. Meer
The convergence of profit, public, nonprofit and social organizations constitutes an increasingly important reality that has been labeled the fourth sector. Meer
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