This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of deve

Consumer behavior is becoming increasingly complex in the current global market. A broader understanding of the psychologically-driven motivation of consumers a

Academic scholars find themselves confronted with a formidable challenge: staying abreast of the ever-evolving landscape of Artificial Intelligence(AI). The int

Today’s businesses face the pressing challenge of how to effectively engage and build lasting relationships with customers in an increasingly crowded and compe

This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge