Marketing 4.0: Plattformökonomie, Omnichannel, Künstliche Intelligenz, virtuelle Assistenten -- Marketingmix im digitalen Wandel und die Entwicklung zum digitalen, menschenorientierten Marketing 4.0 -- Entscheidungen und Schritte zur Durchdringung internationaler Märkte -- Internationales und...

1. Traditional and Contemporary Notions of Marketing Communications -- 2. Power Shift: Analyzing the Changing Role of Public Relations in the Mar-keting Mix -- 3. Marketing Communication Planning for SMEs in Emerging Markets -- 4. Communicating Corporate Social Responsibility Initiatives: A...

1. Introduction: A Multi-Level Cultural Contexts Framework -- 2. Marketing in “Distant” Countries -- 3. A Review of Culture-Bound Approaches to International Marketing and Emerging Paradoxes -- 4. The Cultural Adaptation of the Marketing Mix -- 5. Managing the “4Ps” in Culturally-Distant...

Part I: Fundamentals of Commodity Marketing -- Commodity Marketing: An Introduction into Key Concepts and Processes -- Commodity Differentiation: A Cross-Industry Approach -- Commodities in the Service Sector: Particularities and Implications for Marketing -- Part II: Commodity Marketing...

Part I - A Macro View of Place Branding -- Chapter 1. Economic coopetition and the absence of comprehensive data: Why scholars and practitioners should work hand in hand -- Chapter 2. Theorizing ‘Value’ in Sustainable Urban Branding Strategies -- Chapter 3. The (Almost) Forgotten...

Introduction: Managing Shari'ah Compliant Businesses to Create Sustainable Value -- Islamic Financial Management: The Challenges and Potentials of Improving Access to Islamic Financial Services in Non-Muslim Countries: The Case of Australia -- The Role of Cash Waqf in Poverty Reduction: A...

European Works Councils in the Airline Industry -- From a Smart City to a Smart Destination: a Case Study -- Smart Tourism Approaches through Intelligent Print Media -- Smart Tourism Prospects. A Descriptive Sample Survey on a Sample of Potential Tourists -- Intelligent Packaging as a Dynamic...

1. Marketing Strategy: A Global Discipline -- 2. The Global Marketing Environment -- 3. Selecting and Entering Global Markets -- 4. Balancing Global Synergies and Local Responsiveness -- 5. Steps in Developing Global Marketing Strategies -- 6. Segmenting Targeting and Positioning in Global...

Chapter 1: Introduction Title -- Chapter 2: Family Firms and International Entry Modes: A State-Of-The-Art -- Chapter 3: The Choice between Wholly Owned Subsidiaries and Joint Ventures within Family Firms: a Theoretical Investigation from the Socioemotional Wealth Perspective -- Chapter 4: The...