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This book explores the way in which QR codes (Quick Response codes) can help the wine industry facilitate distribution and more effectively market and sell their product. Meer
This is a challenger book. It systematically modifies the assumptions of the homo economicus and homo sociologicus by constructing a deeper foundation of human and corporate personhood. Meer
COVID-19 forced a dramatic change to customer behavior that resulted in an economic crisis not witnessed by anyone alive. Businesses can no longer operate as before because their customers are no longer operating as before. Meer
This book focuses on how to succeed in China, the globe’s largest consumer market, through the branding market strategy. What are the undisclosed recipes that brands can follow to capture the attention and emotion of consumers in China? Meer
This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2021), held at University of La Laguna, Tenerife, Spain, during December 2–4, 2021. Meer
This pioneering book on food study pursues an interdisciplinary approach to service science and the service engineering field. Further, it highlights a range of experiments conducted at actual business sites to verify the effectiveness of the proposed methodologies and theories. Meer
This book critically examines marketization: a phenomenon by which market processes are institutionalized and marketing increasingly pervades all areas of our everyday life. Meer
This book critically examines marketization: a phenomenon by which market processes are institutionalized and marketing increasingly pervades all areas of our everyday life. Meer
This textbook provides a lively introduction to the fast-paced and multi-faceted discipline of social media management with international examples and perspectives. Meer
This pioneering book on food study pursues an interdisciplinary approach to service science and the service engineering field. Further, it highlights a range of experiments conducted at actual business sites to verify the effectiveness of the proposed methodologies and theories. Meer
In this book, specialists and scholars present a comprehensive account of the latest developments in Chinese new media. The articles explore important areas such as security of cyberspace in China; the development of WeChat and micro-blogs; public opinions of social media and the transformation of traditional media. Meer
This book evaluates the history, the present and the future of water markets on 5 continents, beginning with the institutional underpinnings of water markets and factors influencing transaction costs. Meer
This book presents a collection of articles addressing a range of marketing strategies unique to emerging economies. It describes the component of strategic and tactical marketing, including the marketing mix, segments and targeting, product and market orientation, employing the Internet and social media, penetration and loyalty strategies and innovation, and other strategy issues in the marketing context. Meer
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