To increase brand awareness, engagement and revenue, companies are acknowledging the importance of integrating social media marketing in their overall marketing

To increase brand awareness, engagement and revenue, companies are acknowledging the importance of integrating social media marketing in their overall marketing

This groundbreaking, new book offers a sophisticated approach to the challenges of developing marketing theories and practices that take into account the need f

This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topi

With the introduction of the Internet, consumers are relying heavily on the media for content. The popularity of consumer-generated content (CGC) has captured t