This important Handbook explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand management, the researcher's perspective on current tools...

"Carefully examining the challenges of meeting fast-developing consumer demands and preferences, this enlightening Handbook captures the difficulties involved in providing optimal service experiences. It provides invaluable theoretical guidance while emphasising the evolutionary nature of...

This book investigates the implications of digital technologies on the industrial and business dynamics of modern economies. In-depth studies analyse how deep-rooted work practices of the Old Economy have been dramatically challenged when confronted with the entrepreneurial wave of the New...

Worldwide, postal and delivery economics has attracted considerable interest as the delivery sector undergoes rapid change and the debate on liberalization rages. This compendium of original essays has been selected from papers presented at the Rutgers University CRRI 14th Conference on Postal...

Introduction / Eric Shiu -- 1. What is innovation? / Søren Harnow Klausen -- 2. Product design innovation - trade-off decisions on functionality, aesthetics and sustainability from the consumer perspective / Eric Shiu -- 3. Innovation performance in service industries - unlocking the intricate...

Introduction: Marketing in emerging economies / Marin Marinov -- 1. Data collection procedures equivalence in emerging economy market research / Pervez N. Ghauri and Agnieszka Chidlow -- 2. Globalization, sustainability and marketing of health care in emerging market economies : doing good while...

Contents: Section 1: Place branding: strategies and perspectives -- 1. The state of art: from country-of-origin to strategies for economic development / Adriana Campelo -- 2. Place branding in strategic spatial planning: challenges and opportunities of branding regions / Eduardo Oliveira and...

Contents: in memoriam by Patrick Kaufmann -- Foreward by Francine Lafontaine -- 1. Research contributions to understanding franchising / Frank Hoy, Rozenn Perrigot and Andrew Terry -- Part I Entrepreneurship -- 2. Managing entrepreneurial tensions in franchise systems / Anna Watson and Lola Dada...

Trust in Market Relationships illustrates that the importance of trust in a commercial arena has intensified as markets have become more complex. As business relationships become ever critical for a firm's economic results in highly competitive markets, and trust represents the basic platform...

'This is an essential resource for managers and scholars interested in services marketing. It covers the topic comprehensively and in novel ways. All the luminaries in the field are represented. Buy this book and you will be up to date on the field.' - Valarie Zeithaml, UNC Kenan-Flagler...