This book focuses on the role of social media as the next major game-changer. Social media has emerged as the defining trend in the last decade and continues to restructure communication and interactions between individuals, communities, governments and businesses. Researchers and marketers are...

This book analyzes the impact of the digital economy on customer satisfaction, shopping experience, resistance to change, script theory, and loyalty. The model introduced assumes that online markets have led to a redefinition of the concepts of loyalty and shopping scripts as a way to reduce...

This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing...

Customer experience management is not about managing every objective “experience” your customers have with you. It’s about understanding, measuring and creating “experiences” that customers “value”. So while service and efficiency are wonderful things, they represent "business as...

Ines Nee makes important key contributions to service recovery research by analyzing the effect of management response content towards negative online customer reviews on the observer’s purchase intention. This study is the first to provide a conceptual basis of observers’ behavioral...

This book provides a solid overview of trade and business opportunities in the Pacific Alliance, focusing on the key drivers of economic growth and development in Chile, Peru, Colombia, and Mexico. It addresses the political, economic, and social benefits that accrue when commerce and markets...

This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date. A wide range of topics are covered, including franchise brand management,...

This handbook provides a comprehensive and unparalleled reference point for studying continuous business transformation. Asserting that change will be the new normal and highlighting the fact that business transformation can never be complete, this important resource is a tool for coping with...

This book offers both marketing and sales professionals a rare combined insight into both worlds to continuously capture customer intelligence and create value, by blending detailed research with academic rigor and commercial experience of the authors in both Europe and North America. It has...

Matthias Bertram aims to develop a deeper understanding of software customization and its strategic role for software product management. Drawing on the conceptual foundation of the resource-based view of the firm, such as resources, capabilities, and dynamic capabilities, the author conducts...