Part 1: Advancement of Interactive Marketing: An Overview -- Chapter 1: Evolution of Research in Interactive Marketing: A Bibliometric and Thematic Review -- Chapter 2: From Direct Marketing Towards Interactive Marketing: The Evolving Interactive Marketing Tools -- Chapter 3: Bridging the Theory...

Purpose: Through undertaking qualitative research within different industrial contexts, the study aims to address the following: How do practitioners in non-service organisations interpret internal market orientation (IMO); How is IMO practiced within an eastern cultural context; and What are...

Purpose: Managers of multinational enterprises (MNEs) from developed economies are often cautious to understand the cultural environment where they do business. This is predominantly true in developing economies, and even more so in certain Arab countries where MNEs have limited knowledge and...