This book focuses on the U.S. presidential election spectacle, from the primaries through to the November 2020 election and the subsequent events leading up to the inauguration of Joe Biden as the 46th president. A follow-up to Political Marketing in the 2016 U.S. Presidential Election, it...

The latest advances in digital technologies have changed the way companies communicate with their stakeholders. This chapter explores the businesses’ usage of digital communication channels. It focuses on their utilization of social media for marketing and promotion of products, corporate...

The predominant role played by large-scale retailers in consumer goods markets has led to substantial changes in the promotion and advertising flows of companies operating in this sector. Manufacturing companies are in fact investing an increasingly larger share of their resources in...

Today’s business environment has the nature that challenges the decision-making processes of businesses with its many different factors including technological developments and changing consumer structures. Previous research focused on specific contexts of the business environment regarding...

People decide what is good or bad, or what they should or should not do, based on the values they cherish. Someone's values create the feeling that something is important for him or her, and then motivate him or her to take action. Therefore, personal values are important psychological aspects...

The paper discusses how market orientation impacts marketing performance in the hotel industry of Ghana. The research was a qualitative research that covered a sample of nineteen19 hotels in Ghana by using a two-stage nonprobability sampling comprising convenience sampling and purposive...