The central role of marketing stems from identifying processes which create value to customers. Therefore, the marketing strategies and plans should be based on relevant frameworks which create and capture value to customers and to the businesses, themselves. The strategic planning involves a...

Businesses may not be in a position to satisfy all of their customers, every time. It may prove difficult to meet the exact requirements of each individual customer. People do not have identical preferences, so rarely does one product completely satisfy everyone. Therefore, many companies may...

Promotion is one of the four major elements of the marketing mix. Therefore, an integrated marketing communications (IMC) strategy consisting of a combination of promotional tools could be an essential element of the businesses' overall marketing strategy. Different promotional tools could...

This chapter introduces its readers to the concept of tourism. It sheds light on the rationale for tourism, as it explains the tourists' inherent motivations to travel. It also describes different aspects that together make up the tourism industry. Tourists travel to destinations that are...

To be successful, companies must adapt to ongoing trends and developments in their macro and micro environments. Therefore, it is in the interest of organisations to scan their marketing environment to deal with any possible threats from the market and to capitalise on any available...

Business ought to understand their customers' needs and wants, if they want to remain successful in a competitive market place. Therefore, this chapter introduces its readers to market research as tourism businesses continuously require information on their customers. In this light, a well...

The circular economy (CE) has recently stimulated debates on sustainable consumption and production; Its regenerative systems minimise the environmental impact as practitioner reduce their externalities, including; waste, emissions, and energy leakages through the use and reuse of resources....

The performance appraisal (PA) is one of the performance management tools that is widely used to measure the productivity of academic employees in different contexts. Therefore, this paper has two main objectives. Firstly, it critically reviews the extant literature on performance management,...

The latest European Union's (EU) guiding policies are encouraging big businesses and state-owned organisations to disclose their environmental, social and governance (ESG) performance. Many European member states have transposed the EU's directive 2014/95/EU on non-financial reporting. This...

This study relies on the social identity perspective to explore the relationships between the consumer-brand identification (CBI) construct and the customers' satisfaction, commitment, trust and loyalty toward hospitality brands. The methodology included a confirmatory factor analysis (CFA) that...