Browse Items (3132 total)

Marketing Principles from the River City provides a contemporary exploration into the core concepts of marketing intended to be a free and open-access handbook for undergraduate introduction to marketing course students, a refresher resource for…

Using social identity theory and social capital theory as a backdrop to understand the context of subsistence marketplaces, this
study investigates how rural micro and small businesses engage in marketing practices and how poverty reduction policies…

Purpose – This paper aims to draw the attention of the academic scholars to how marketing of hortitourism can take action to contribute to tourism agenda 2030.
Design/methodology/approach – Reviewing literature on tourism, this paper builds a case…

Drawing on the expertise of multi-disciplinary scholars from emerging economies, this volume aims to share fascinating perspectives on marketing communications by discussing the shift in the power of public relations, and highlighting how the small…