Browse Items (3074 total)

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 boost…

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…

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…

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…