Tracking the seismic shifts in consumerism over time, this cutting-edge Research Agenda provides a theoretical and methodological roadmap of brand management research in the third age of consumption. Leading experts and pioneers of key c...
This engaging Concise Introduction offers meaningful insight into sport marketing from the central perspectives of authenticity and engagement. It explores new thinking on a variety of key subjects such as sport participation, fan experi...
Shedding light on a range of price adjustment mechanisms and price display technologies, this incisive book offers a clear overview of the retail price setting and alteration process. Based on a detailed study of a century of pricing pra...
Niko Lahtinen, Kimmo Pulkka, Heikki Karjaluoto, Joel Mero
This cutting-edge book presents a detailed overview of digital marketing strategy, which has evolved following rapid digitalization that occurred during the COVID-19 pandemic. Providing detailed examinations of different digital marketin...
With contributions from an international range of active researchers, this Research Agenda provides a timely literature review on core topics related to consumer financial behavior. Chapters cover financial management behavior, desirable...
Katja Gelbrich, Stefan W. Müller, Stanford A. Westjohn
This cutting-edge book unpacks the relationship between culture and consumer behavior to present the state-of-the-art in cross-cultural consumer research. Examining how culture shapes what consumers seek, evaluate and choose to purchase,...
