Edited by Glen H. Brodowsky, Camille P. Schuster, Rebeca Perren
‘Since the sixties, cultural diversity has been steadily growing in the US while technology is becoming more convergent. This gives a great opportunity for marketers to develop micro segments anchored to intra-cultural differences. The H...
‘The Handbook provides a window into future directions in service strategies and delivery systems. It is a treasure trove of the best work of many highly-regarded researchers.’
– James L. Heskett, Harvard Business School, US
Edited by Dora Agapito, Manuel A. Ribeiro, Kyle Woosnam M. Woosnam
‘Finally a complete reference book on the tourist experience! The editors and authors with diverse backgrounds offer multidimensional perspectives and leave no stone unturned about tourism experience; they cover a wide range of issues an...
Edited by Debbie I. Keeling, Ko de Ruyter, David Cox
‘Debbie Keeling, Ko de Ruyter, and David Cox—in collaboration with 45 colleagues from around the world—bring an overview of the state of research-driven customer-loyalty practice, offer insights in research methods, metrics, and designs ...
Edited by Gary L. Lilien, Andrew J. Petersen, Stefan Wuyts
‘A comprehensive and insightful resource on business-to-business marketing from a galaxy of academic stars! This Handbook will illuminate the path for business marketers for many years to come.’
– Mohanbir Sawhney, Northwestern Universit...
