Net Promoter Score (NPS) is heralded by proponents as the quintessential marketing metric for measuring customer and brand loyalty. Its popularity is currently very high, especially in North-American companies. The frenetic interest in NPS has led some commentators to call it a cult-like...

Several brands are striving in their endeavors to find new ways to improve their consumer engagement through social media. They are using different tools including influencer marketing through social networking sites (SNSs). Therefore, this chapter addresses a gap in the academic literature as...

Electronics, a high involvement product (HIP), consists of 8 per cent in organized retail industry in India. This category is growing at a rapid pace with many players entering into organized format of retail in this category. Recently many players have also entered into online marketing of...

This research aims to investigate culture impact on the content of helpful online consumer reviews. Two distinct cultures, American and Chinese, were selected for comparison. The hypothesized culture effects were empirically examined with online customer reviews data collected from both...

Application of marketing in tourism, creates a clearer view into the actual state of development of tourism offers and the effects in tourism, especially emphasizing the elements of the marketing, such as promotion and distribution of tourist products The purpose of using marketing concept in...

This paper presents an overview of corporate social responsibility (CSR) drivers within retailers’ supply chains, following a multiple perspective of the different players involved. The study is focused on the relationship between European retailers and small-medium enterprises in the food...

The Cannes Lions festival is one of the most important international indicators for professionals in the creative communications industry. Throughout the past few years there are a rising number of submissions and award winners coming from emerging and developing countries. This fact is...

Ever since the path-breaking empirical studies by Schott (1998) world systems scholars start from the well-established assumption that world science is a single gigantic center-periphery relationship. The strategic and tactical practical conclusions for individual scholars and their agenda in...

The Cannes Lions festival is one of the most important international indicators for professionals in the creative communications industry. Throughout the past few years there are a rising number of submissions and award winners coming from emerging and developing countries. This fact is...