Hospitality marketing and branding : past and future -- Contemporary branding challenges -- Branding and the Internet -- Case study : Carnival Cruise Lines -- Global brand expansion -- Branding beyond borders -- Brand strategies -- Case study : Ritz-Carlton Bali -- Assessing brand equity --...

Marketing scholars have long debated whether marketing programs and processes can be standardized across countries. However, empirical examination of cross‐national applicability of marketing models, which are originally generated for a single market – usually the USA – are rare. This...

The theoretical frameworks of transaction cost economics and agency theory are widely used to design appropriate governance structure for constraining opportunism within marketing channels. These approaches generally assume that marketing channel managers are opportunistic, and only economic...

Research and practitioners alike have underscored the importance of customer value creation in marketing. For any marketing practice to be successful, it must first create value for customers. This is also true for the practice of relationship marketing, which is enjoying popularity among...