This proceedings volume presents timely research and insights on the advancement of marketing’s basic premise—providing greater levels of customer value. In

Storytelling has redefined marketing from a brand monologue to brand-consumer dialogues, conversations, and co-creation. Drawing on interdisciplinary narrative

This book examines the fundamental problem of marketing orientation, considering the current state of marketing orientation, customer orientation, and an indivi

This book covers a very broad range of topics in marketing, communication, and tourism, focusing especially on new perspectives and technologies that promise to