You are previewing Marketing and Consumer Behavior.
O'Reilly logo
Marketing and Consumer Behavior

Book Description

As marketing professionals look for ever more effective ways to promote their goods and services to customers, a thorough understanding of customer needs and the ability to predict a target audience’s reaction to advertising campaigns is essential. Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications explores cutting-edge advancements in marketing strategies as well as the development and design considerations integral to the successful analysis of consumer trends. Including both in-depth case studies and theoretical discussions, this comprehensive four-volume reference is a necessary resource for business leaders and marketing managers, students and educators, and advertisers looking to expand the reach of their target market.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Editorial Advisory Board and List of Reviewers
    1. Editor-in-Chief
    2. Associate Editors
    3. Editorial Advisory Board
  5. Preface
  6. Section 1: Fundamental Concepts and Theories
    1. Chapter 1: SMS Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. GLOBAL TRENDS OF SMS MARKETING
      4. RESEARCH DESIGN
      5. THE CASE FOR SMS MARKETING
      6. TOWARDS A MODEL OF NEGOTIATING THE SMS INTERFACE
      7. CONCLUSION
      8. REFERENCES
      9. ADDITIONAL READING
    2. Chapter 2: Towards Customer Knowledge Management (CKM)
      1. ABSTRACT
      2. INTRODUCTION
      3. KNOWLEDGE MANAGEMENT
      4. CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
      5. CONCLUSION AND FUTURE WORK
      6. REFERENCES
    3. Chapter 3: Measuring the Effects of Advertising Polysemy on Branding
      1. ABSTRACT
      2. INTRODUCTION
      3. DEFINING POSITIVE AND NEGATIVE ADVERTISING POLYSEMY
      4. THEORETICAL FRAMEWORK AND RESEARCH HYPOTHESES
      5. RESEARCH DESIGN AND METHODOLOGY
      6. RESULTS
      7. DISCUSSION
      8. CONCLUSION AND SUGGESTIONS FOR FUTURE RESEARCH
      9. REFERENCES
    4. Chapter 4: Green Marketing Strategy
      1. ABSTRACT
      2. INTRODUCTION
      3. CONCEPTUALIZING GREEN MARKETING
      4. GREEN MARKETING: OPERATIONAL OVERVIEW
      5. GREEN MARKETING PERFORMANCE AND KEY SUCCESS FACTORS
      6. INSIDE GREEN MARKETING: PERCEPTION AND STRATEGY LINK
      7. MANAGERIAL IMPLICATIONS
      8. FUTURE RESEARCH DIRECTION
      9. REFERENCES
      10. KEY TERMS AND DEFINITIONS
    5. Chapter 5: Ambush Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN ISSUES AND PROBLEMS
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
    6. Chapter 6: Marketing of Library and Information Products and Services
      1. ABSTRACT
      2. INTRODUCTION
      3. MARKETING OF NON PROFIT ORGANIZATIONS
      4. MARKETING OF LIBRARY AND INFORMATION CENTERS
      5. BARRIERS TO MARKETING OF LIPS
      6. THE FIVE LAWS AND MARKETING IMPLICATIONS
      7. USING MARKETING TOOLS
      8. THE BASICS OF SERVICES MARKETING MIX
      9. SERVICES MARKETING MIX FOR MARKETING OF LIPS
      10. TQM IN MARKETING OF LIPS
      11. MANAGERIAL IMPLICATIONS FOR EMERGING ECONOMIES
      12. CONCLUSION
      13. REFERENCES
      14. ADDITIONAL READING
      15. KEY TERMS AND DEFINITIONS
    7. Chapter 7: Consumer Culture
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. THEORETICAL BACKGROUND
      4. 3. CONCEPTUAL FRAMEWORK
      5. 4. ARTICLE SELECTION METHOD
      6. 5. RESULTS AND DISCUSSION
      7. 6. CONCLUSION
      8. REFERENCES
    8. Chapter 8: Modernism to Postmodernism
      1. ABSTRACT
      2. INTRODUCTION
      3. AIM AND METHODOLOGY
      4. THE TREND OF MARKETING THINKING
      5. TRANSITION FROM MODERNISM TO POSTMODERNISM: THE MARKETING MANAGEMENT ISSUES
      6. EVOLUTION OF RELATIONSHIP MARKETING (RM) TO RESPOND TO THE POSTMODERN MARKETING MANAGEMENT ISSUES
      7. THE TRANSDISCIPLINARY MODE-2 KNOWLEDGE PRODUCTION OF RELATIONSHIP MARKETING (RM)
      8. IMPLICATION AND CONCLUSION
      9. REFERENCES
    9. Chapter 9: The Intellectual Structure in Brands and Branding Research
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. METHODOLOGY
      5. RESULTS
      6. DISCUSSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
      9. ENDNOTES
      10. APPENDIX
    10. Chapter 10: An Investigation of the Evaluation of the Viral Marketing Research
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. METHOD
      4. 3. DISCUSSION AND SUGGESTION FOR FURTHER RESEARCH
      5. 4. THE VM LITERATURE
      6. 5. CONCLUSION
      7. REFERENCES
    11. Chapter 11: Consumerism, Market Analysis and Impact on Business Plan Definition
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEW MARKET ANALYSIS
      4. INSTRUMENT OF MARKET ANALYSIS
      5. BUSINESS PLAN IMPLEMENTATION BASED ON CONSUMERS ANALYSIS
      6. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
    12. Chapter 12: A Comprehensive Summary Review of Internet Advertising and Online Market Places that Provides Detailed Insights and Understanding On What Information Systems Discipline is About
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. LITERATURE REVIEW OF INTERNET ADVERTISING
      4. 3. DISCUSSION
      5. REFERENCES
      6. ENDNOTES
    13. Chapter 13: The State of Internet Marketing Research (2005-2012)
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. RESEARCH QUESTIONS
      4. 3. RESEARCH METHODOLOGY
      5. 4. MEASUREMENT
      6. 5. RESULTS
      7. 6. DISCUSSION ON THE RESEARCH QUESTIONS
      8. 7. DISCUSSION ON TOPICS FOR THE FUTURE
      9. 8. LIMITATION AND FUTURE RESEARCH
      10. 9. CONCLUSION
      11. REFERENCES
    14. Chapter 14: The Role of Sports Marketing in the Global Marketplace
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN FOCUS OF THE CHAPTER
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
    15. Chapter 15: Consumerism
      1. ABSTRACT
      2. INTRODUCTION
      3. EVOLUTION AND FUNDAMENTAL DEFINITIONS OF CONSUMERISM
      4. THE RELATIONSHIP BETWEEN MARKETING AND CONSUMERISM
      5. THE POTENTIAL IMPACT OF THE GLOBAL ECONOMIC CRISIS ON CONSUMERISM
      6. CONCLUSION AND SUGGESTIONS TO PRACTITIONERS
      7. FUTURE RESEARCH DIRECTIONS
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
    16. Chapter 16: Convergence towards Excellence Diversity
      1. ABSTRACT
      2. INTRODUCTION
      3. CONVERGENT/DIVERGENT DIRECTIONS: ROOTS FOR E-RESOURCES EXCELLENCE
      4. MAPPING THE FIELD OF E-RESOURCES DYNAMICS
      5. E-RESOURCES DYNAMICS TOWARDS EXCELLENCE: A MODEL OF MULTIPLE CONVERGENCES THROUGH DIVERSITY
      6. SOLUTIONS AND RECOMMENDATIONS
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
      9. REFERENCES
      10. ADDITIONAL READING
      11. KEY TERMS AND DEFINITIONS
      12. ENDNOTES
    17. Chapter 17: Role of IFLA in Marketing Initiatives in Library and Information Services
      1. ABSTRACT
      2. KEY INTERNATIONAL INITIATIVES
      3. IFLA: AN INTERNATIONAL VOICE
      4. CONCLUSION
      5. REFERENCES
    18. Chapter 18: The Meaning of Consumption
      1. ABSTRACT
      2. INTRODUCTION
      3. MARKETING AND MEANING
      4. SOCIAL AND SYMBOLIC
      5. EXPERIENTIAL AND EXISTENTIAL
      6. VALUE AND VALUES
      7. CONSCIENCE AND CITIZENSHIP
      8. CONCLUSION
      9. REFERENCES
      10. KEY TERMS AND DEFINITIONS
  7. Section 2: Development and Design Methodologies
    1. Chapter 19: The Role of Brand Loyalty on CRM Performance
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN FOCUS OF THE CHAPTER
      5. SOLUTIONS AND RECOMMENDATIONS
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
    2. Chapter 20: Designing Effective Mobile Advertising with Specific Reference to Developing Markets
      1. ABSTRACT
      2. INTRODUCTION
      3. INDIAN MOBILE SCENARIO
      4. LITERATURE REVIEW
      5. MAIN ISSUES
      6. SOLUTIONS AND RECOMMENDATIONS
      7. CONCLUSION AND MANAGERIAL IMPLICATIONS
      8. DIRECTIONS FOR FUTURE RESEARCH
      9. REFERENCES
      10. KEY TERMS AND DEFINITIONS
    3. Chapter 21: Marketing Meets Social Media
      1. ABSTRACT
      2. INTRODUCTION
      3. CLASSIFICATION OF INTERNET MARKETING
      4. CONCLUDING REMARKS
      5. REFERENCES
      6. ADDITIONAL READING
      7. KEY TERMS AND DEFINITIONS
    4. Chapter 22: MarketMaker™
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEW OF THE MARKETING THEORIES
      4. INTEGRATION BETWEEN THE ANSOFF MATRIX AND NETWORK MARKETING THEORIES AND APPLICATIONS IN THE UNITED STATES AGRICULTURAL INDUSTRY
      5. MARKETMAKER™: AN EXAMPLE OF INNOVATIVE NETWORK-ORIENTED SERVICES MARKETING PROGRAM
      6. DISCUSSION AND IMPLICATIONS FOR EMERGING ECONOMIES
      7. ACKNOWLEDGMENT
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
    5. Chapter 23: A Model Proposal for Advertising Aestheticization
      1. ABSTRACT
      2. INTRODUCTION
      3. COMPONENTS OF ADVERTISING AESTHETICS
      4. MODEL
      5. CONCLUSION
      6. REFERENCES
      7. KEY TERMS AND DEFINITIONS
    6. Chapter 24: Creating a Culturally Sensitive Marketing Strategy for Diffusion of Innovations Using Hofstede's Six Dimensions of National Culture
      1. ABSTRACT
      2. INTRODUCTION
      3. ADOPTION AND DIFFUSION OF INNOVATIONS
      4. NATIONAL CULTURE AND TRANSCULTURAL DIFFUSION OF INNOVATIONS
      5. FRAMEWORKS OF NATIONAL CULTURE
      6. HOFSTEDE’S SIX DIMENSIONS OF NATIONAL CULTURE
      7. HOFSTEDE’S NATIONAL CULTURE DIMENSIONS AND TRANSCULTURAL NEW PRODUCT ACCEPTANCE
      8. HOFSTEDE’S NATIONAL CULTURE DIMENSIONS AND SOCIO- ECONOMIC VARIABLES
      9. INDIVIDUAL CONSUMER BEHAVIOR AND NATIONAL CULTURE
      10. TEMPORAL STABILITY OF NATIONAL CULTURE
      11. SUMMARY
      12. REFERENCES
    7. Chapter 25: Customer Relationship Management and Interface Redesign
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEW
      4. EBAY: THE MOST SUCCESSFUL ELECTRONIC MARKETPLACES
      5. IMPACT OF CULTURE ON THE WEBSITE DESIGN OF EBAY
      6. DISCUSSION
      7. REFERENCES
    8. Chapter 26: Communication in a Healthcare Company
      1. ABSTRACT
      2. THE MARKETING AND COMMUNICATION STRATEGIES OF THE PRIVATE CLINICS FROM ROMANIA
      3. THE MEDCENTER’S MARKETING AND COMMUNICATION STRATEGY
      4. CREATING A NEW MARKETING AND COMMUNICATION STRATEGY FOR MEDCENTER AND EVALUATING ITS EFFECTS ON THE COMPANY’S SALES
      5. REFERENCES
    9. Chapter 27: How Customer Knowledge Management Is Becoming a Dominant Industry Trait
      1. ABSTRACT
      2. INTRODUCTION
      3. KNOWLEDGE MANAGEMENT
      4. ORGANIZATIONAL KNOWLEDGE
      5. CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
      6. CUSTOMER KNOWLEDGE MANAGEMENT (CKM)
      7. COMPARING CRM, KM, AND CKM
      8. KNOWLEDGE MANAGEMENT FRAMEWORKS
      9. CKM CONCEPTUAL FRAMEWORKS
      10. SUCCESS STORIES OF CKM
      11. HOW CKM OR CKMP CAN HELP ORGANIZATIONS
      12. KEY CONSIDERATIONS FOR IMPLEMENTING CKM
      13. FUTURE RESEARCH DIRECTIONS
      14. CONCLUSION
      15. REFERENCES
      16. KEY TERMS AND DEFINITIONS
    10. Chapter 28: Integrating Social Media and Traditional CRM
      1. ABSTRACT
      2. INTRODUCTION
      3. CONCEPTUAL BACKGROUND
      4. MAIN FOCUS OF THE CHAPTER
      5. SOLUTIONS AND RECOMMENDATIONS
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
    11. Chapter 29: Entrepreneurial Values, Environmental Marketing and Customer Satisfaction
      1. ABSTRACT
      2. INTRODUCTION
      3. DEFINITIONS OF TERMS
      4. ENVIRONMENTAL MARKETING SYSTEM (EMS)
      5. ENVIRONMENTAL EDUCATION TO CUSTOMERS AND OTHER STAKEHOLDERS
      6. ECO-INNOVATION, RISK-TAKING, AND PERSEVERANCE
      7. GREEN CONSUMER SATISFACTION
      8. CONCEPTUAL FRAMEWORK
      9. CONCLUSION AND FUTURE RESEARCH
      10. REFERENCES
      11. APPENDIX
    12. Chapter 30: Customer Centric Marketing Strategies
      1. ABSTRACT
      2. INTRODUCTION
      3. OFFLINE LITERATURE REVIEW
      4. ONLINE LITERATURE REVIEW
      5. AN OVERALL SATISFACTION CONCEPTUAL FRAMEWORK
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
    13. Chapter 31: B2C Market
      1. ABSTRACT
      2. INTRODUCTION
      3. THEORETICAL BACKGROUND
      4. METHODS
      5. RESULTS
      6. ACADEMIC AND MANAGERIAL IMPLICATIONS
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
      9. REFERENCES
      10. ADDITIONAL READING
      11. KEY TERMS AND DEFINITIONS
    14. Chapter 32: How to Develop WOM Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. THE WOMM CONCEPT
      4. MAIN FOCUS OF THE CHAPTER
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
    15. Chapter 33: How Consumer Mindset Response and Long-Term Marketing Effectiveness Differ in Emerging vs. Mature Markets
      1. ABSTRACT
      2. INTRODUCTION
      3. EMERGING MARKETS
      4. CONCEPTUAL FRAMEWORK
      5. DATA
      6. METHODOLOGY
      7. FINDINGS
      8. CONCLUSION
      9. ACKNOWLEDGMENT
      10. REFERENCES
      11. ADDITIONAL READING
      12. KEY TERMS AND DEFINITIONS
      13. ENDNOTE
    16. Chapter 34: From Local Information Systems to Global Customer Relationship Management
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. GLOBAL CRM SYSTEMS: ISSUES AND CONCERNS
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
  8. Section 3: Tools and Technologies
    1. Chapter 35: Impact of 2.0 on Contemporary Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. CONCEPTUALIZATION
      5. THE CRM AND WEB 2.0 IN THE RELATIONSHIP MARKETING
      6. ASSESSMENT
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
      9. REFERENCES
      10. ADDITIONAL READING
      11. KEY TERMS AND DEFINITIONS
      12. ENDNOTES
    2. Chapter 36: Customer Relationship Management and Data Mining
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. DATA AND METHODOLOGY
      5. DISCUSSIONS
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
      8. NOMENCLATURE
      9. REFERENCES
      10. ADDITIONAL READING
      11. KEY TERMS AND DEFINITIONS
    3. Chapter 37: Using Social Media as a Concept and Tool for Teaching Marketing Information Systems
      1. ABSTRACT
      2. INTRODUCTION
      3. MARKETING INFORMATION SYSTEMS
      4. SOCIAL MEDIA
      5. MkIS COURSE STRUCTURE INCLUDING SM
      6. CREATING A CONTEMPORARY MkIS
      7. CONCLUSION
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
    4. Chapter 38: Acceptance of Branded Video Games (Advergames)
      1. ABSTRACT
      2. INTRODUCTION
      3. VIDEO GAMES AND MARKETING COMMUNICATIONS
      4. ADVERGAMES AS HYBRID MESSAGES
      5. KEY DRIVERS OF ADVERGAMES ACCEPTANCE: THE ROLE OF CONSUMER CHARACTERISTICS AND CULTURE
      6. EMPIRICAL FRAMEWORK
      7. RESULTS
      8. SOLUTIONS AND RECOMMENDATIONS
      9. CONCLUSION
      10. MANAGERIAL IMPLICATIONS
      11. FUTURE RESEARCH DIRECTIONS
      12. REFERENCES
      13. ADDITIONAL READING
      14. KEY TERMS AND DEFINITIONS
    5. Chapter 39: Comparing Web 2.0 Applications as Marketing Tools
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEW
      4. WEB 2.0 APPLICATIONS/SOCIAL MEDIA SITES AS MARKETING TOOLS
      5. APPROPRIATE WEB 2.0 APPLICATIONS FOR THE PURPOSE OF MARKETING
      6. CONCLUSION AND RECOMMENDATIONS FOR FURTHER RESEARCH
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
      10. ENDNOTES
    6. Chapter 40: Analyzing Customer Behavior Using Online Analytical Mining (OLAM)
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. APPROACHES
      5. PROPOSED SOLUTIONS
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
    7. Chapter 41: A Comparative Analysis of Functionalities of Salesforce.com, mySAP.com, and SiebelCRM
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. KEY CRM APPLICATIONS
      5. IMPLEMENTATION ISSUES
      6. CONCLUSION
      7. REFERENCES
    8. Chapter 42: Collaborative Customer Relationship Management-Co-Creation and Collaboration through Online Communities
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. LITERATURE REVIEW
      4. 3. METHODOLOGY
      5. 4. DATA ANALYSIS
      6. 5. RESULTS AND FINDINGS
      7. 6. CONCLUSION AND MANAGERIAL IMPLICATIONS
      8. 7. IMPLICATIONS TO ORGANIZATIONS
      9. 8. LIMITATIONS AND SCOPE FOR FUTURE RESEARCH
      10. REFERENCES
    9. Chapter 43: A Cloud Computing Model for Efficient Marketing Planning in Tourism
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. LITERATURE REVIEW
      4. 3. A CLOUD COMPUTING MODEL IN MARKETING
      5. 4. METHODOLOGY
      6. 5. RESULTS
      7. 6. DISCUSSION AND CONCLUSION
      8. REFERENCES
  9. Section 4: Utilization and Application
    1. Chapter 44: Applying Social Marketing to Healthcare
      1. ABSTRACT
      2. INTRODUCTION
      3. DEFINING SOCIAL MARKETING
      4. THEORETICAL FOUNDATIONS
      5. APPLICATION OF SOCIAL MARKETING THEORY AND PRINCIPLES TO HEALTHCARE
      6. APPLYING SOCIAL MARKETING PROGRAM
      7. SOCIAL MARKETING STRATEGIES TO CHANGE YOUNG ADULTS BEHAVIOR
      8. OPPORTUNITIES AND CHALLENGES
      9. REFERENCES
      10. KEY TERMS AND DEFINITIONS
    2. Chapter 45: The Use of Humor in Award-Winning TV Commercials in Turkey
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. USE OF HUMOR IN ADVERTISING
      5. THE USE OF HUMOR IN AWARD-WINNING TV COMMERCIALS IN TURKEY
      6. SOLUTIONS AND RECOMMENDATIONS
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
      9. REFERENCES
      10. ADDITIONAL READING
      11. KEY TERMS AND DEFINITIONS
    3. Chapter 46: A Study of Green Marketing Practices in Indian Companies
      1. ABSTRACT
      2. INTRODUCTION
      3. CONCEPTUAL DEVELOPMENT
      4. METHODOLOGY
      5. DATA ANALYSIS AND FINDINGS
      6. DISCUSSION AND IMPLICATIONS
      7. CONCLUSION AND LIMITATIONS
      8. REFERENCES
    4. Chapter 47: Unveiling Culturally Diverse Markets
      1. ABSTRACT
      2. INTRODUCTION
      3. CULTURAL DIFFERENCES: FROM MACRO TO MICRO LEVELS OF ANALYSIS
      4. CULTURE AND ADVERTISING
      5. SURVEY
      6. RESULTS
      7. DISCUSSION
      8. ACKNOWLEDGMENT
      9. REFERENCES
      10. ENDNOTES
    5. Chapter 48: Anatomy of Green Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. EVOLUTION OF GREEN MARKETING
      4. GREEN CONSUMER BEHAVIOR
      5. CONCLUSION
      6. REFERENCES
      7. KEY TERMS AND DEFINITIONS
    6. Chapter 49: Advertisements on the Internet
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. LITERATURE REVIEW
      4. 3. THEORETICAL FRAMEWORK
      5. 4. RESEARCH METHODOLOGY
      6. 5. RESULTS AND DISCUSSION
      7. 6. CONCLUSION
      8. 7. LIMITATIONS AND SUGGESTIONS FOR FUTURE RESEARCHES
      9. REFERENCES
      10. APPENDIX
    7. Chapter 50: Competitive Advantage in Market Space
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. RELATIONSHIP MARKETING INDICATOR, MARKET SPACE, AND COMPETITIVE ADVANTAGE
      5. LIMITATION AND FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
    8. Chapter 51: Brand Positioning through Print Advertising
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. ADVERTISING CONTENT, CONSUMER VALUES, AND BRAND POSITIONING
      5. METHOD
      6. RESULTS
      7. DISCUSSION
      8. CONCLUSION
      9. ACKNOWLEDGMENT
      10. REFERENCES
      11. KEY TERMS AND DEFINITIONS
    9. Chapter 52: Developing a Grassroots Cross-Cultural Partnership to Enhance Student Experiences
      1. ABSTRACT
      2. INTRODUCTION
      3. SETTING THE STAGE
      4. CASE DESCRIPTION
      5. PROJECT OUTLINE
      6. CHALLENGES FACING THE PROJECT
      7. SOLUTIONS AND RECOMMENDATIONS
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
    10. Chapter 53: Shopping in Cyberspace
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. LITERATURE REVIEW
      4. 3. METHODOLOGY
      5. 4. RESULTS
      6. 5. CONCLUSION
      7. REFERENCES
      8. APPENDIX: QUESTIONNAIRE
    11. Chapter 54: Social Media Marketing in the Scandinavian Industrial Markets
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEW
      4. RESEARCH METHODOLOGY
      5. SOCIAL MEDIA MARKETING PRACTICES OF SIX SCANDINAVIAN INDUSTRIAL COMPANIES
      6. CONCLUSION
      7. ACKNOWLEDGMENT
      8. REFERENCES
    12. Chapter 55: Customer Relationship Management (CRM) Practices by Small Businesses in Developing Economies
      1. ABSTRACT
      2. INTRODUCTION
      3. THEORETICAL BACKGROUND: CRM AND EGYPTIAN SBES
      4. RESEARCH PROBLEM AND QUESTIONS
      5. RESEARCH OBJECTIVES
      6. LITERATURE REVIEW, CONCEPTUAL MODEL, METHODOLOGY, AND HYPOTHESIZED RELATIONSHIPS
      7. ANALYSIS AND RESULTS
      8. DISCUSSION
      9. CONCLUSION, LIMITATIONS, AND RECOMMENDATIONS
      10. REFERENCES
    13. Chapter 56: Application of TOPSIS for Solving Optimal Brand Communication Effect on the Portal
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEW
      4. RESEARCH DESIGN
      5. FINDINGS
      6. CONCLUSION
      7. REFERENCES
      8. APPENDIX
    14. Chapter 57: Impact Evaluation of Customer Knowledge Process on Customer Knowledge Acquisition
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. LITERATURE REVIEW
      4. 3. RESEARCH MODEL AND HYPOTHESES
      5. 4. RESEARCH METHODOLOGY
      6. 5. DATA ANALYSIS AND RESULT
      7. 6. CONCLUSION
      8. ACKNOWLEDGMENT
      9. REFERENCES
    15. Chapter 58: The Identity Salience and Emotional Attachment Strategies in Alumni-University Relationships
      1. ABSTRACT
      2. INTRODUCTION
      3. THE RELATIONSHIP MARKETING STRATEGIES: IDENTITY SALIENCE AND EMOTIONAL ATTACHMENT
      4. CONCEPTUAL FRAMEWORK AND HYPOTHESES
      5. RESEARCH DESIGN
      6. RESULTS
      7. DISCUSSION
      8. LIMITATIONS
      9. REFERENCES
    16. Chapter 59: The Kosovo Agriculture Market and the Marketing Concept
      1. ABSTRACT
      2. INTRODUCTION
      3. THE PRESENT SITUATION
      4. RESEARCH METHODOLOGY
      5. RESULTS AND DISCUSSIONS
      6. DESCRIPTIVE STATISTICS
      7. CONCLUSION AND RECOMMENDATIONS
      8. REFERENCES
    17. Chapter 60: Application of CRM 2.0 in Spanish Public Administration
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND: CRM, WEB 2.0 AND CRM 2.0
      4. RESEARCH METHODOLOGY
      5. RESULTS
      6. DISCUSSION AND CONCLUSION
      7. LIMITATIONS AND FUTURE RESEARCH
      8. ACKNOWLEDGMENT
      9. REFERENCES
  10. Section 5: Organizational and Social Implications
    1. Chapter 61: Viral Advertising and the Implications of Social Media
      1. ABSTRACT
      2. INTRODUCTION
      3. VIRAL ADVERTISING HISTORY AND DEFINITION
      4. CONTEXT AND CHARACTERISTICS OF VIRAL ADS
      5. VIRAL ADS APPEALS: EMOTIONS, SEX, HUMOR
      6. CONSUMER GENERATED ADVERTISING
      7. SOCIAL NETWORKS AND VIRAL BENEFITS
      8. VIRAL ADVERTISING MONITORING AND EVALUATION
      9. FUTURE RESEARCH DIRECTIONS
      10. CONCLUSION
      11. REFERENCES
      12. ADDITIONAL READING
      13. KEY TERMS AND DEFINITIONS
    2. Chapter 62: A Study towards the Relation of Customer Relationship Management Customer Benefits and Customer Satisfaction
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEW
      4. SATISFACTION
      5. CUSTOMER SATISFACTION AND ITS MEASUREMENT
      6. CUSTOMER RELATIONSHIP MANAGEMENT AND CUSTOMER SATISFACTION
      7. THE RESEARCH MODEL
      8. HYPOTHESIS DEVELOPMENT
      9. RESEARCH METHOD
      10. POPULATION AND SAMPLE SIZE
      11. RELIABILITY AND VALIDITY
      12. STRUCTURAL MODEL TESTING
      13. RESULTS
      14. DISCUSSION AND CONCLUSION
      15. REFERENCES
    3. Chapter 63: An Empirical Study of Factors Influencing Consumer Attitudes towards SMS Advertising
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEW
      4. RESEARCH METHOD
      5. RESULTS AND DISCUSSION
      6. CONCLUSION
      7. REFERENCES
    4. Chapter 64: Using Sustainability Reports as a Method of Cause-Related Marketing for Competitive Advantage
      1. ABSTRACT
      2. INTRODUCTION
      3. THEORETICAL BACKGROUND
      4. RESEARCH METHODS
      5. ANALYSIS AND RESULTS
      6. CONCLUSION
      7. REFERENCES
    5. Chapter 65: The Relationships between the Organizational, Environmental Characteristics and Marketing Performance
      1. ABSTRACT
      2. INTRODUCTION
      3. RESEARCH PROBLEM
      4. RESEARCH OBJECTIVES
      5. RESEARCH IMPORTANCE
      6. CONFIGURATION OF THE RESEARCH MODEL
      7. RESEARCH HYPOTHESES
      8. CONCEPTUALIZATION AND DEFINITIONS
      9. LITERATURE REVIEW
      10. METHODS
      11. DISCUSSION
      12. CONCLUSION
      13. RECOMMENDATIONS AND IMPLICATIONS
      14. SUGGESTED POINTS FOR FUTURE RESEARCHES AND STUDIES
      15. REFERENCES
    6. Chapter 66: Behavioral Branding as a Customer-Centric Strategy
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN FOCUS OF THE CHAPTER
      5. SOLUTIONS AND RECOMMENDATIONS
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
    7. Chapter 67: Advertisement as Part of Entertainment Culture and Its Effects on City Culture
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. SOLUTIONS AND RECOMMENDATIONS
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
    8. Chapter 68: Open Innovation through Customers
      1. ABSTRACT
      2. INTRODUCTION
      3. CONSUMERISM FEATURES AND EVOLUTION: AN ASSESSMENT OF THE LITERATURE
      4. CONSUMERISM AS “EXAGGERATED CONSUMPTION”
      5. “CONSUMERISM” AS CONSUMER DISCONTENT AND THE BIRTH OF THE “CONSUMER MOVEMENT”
      6. CONSUMERISM AS FIRMS’ CONTINUOUS ATTENTION TO CONSUMER NEEDS, WANTS AND SATISFACTION
      7. OPEN INNOVATION APPROACH AND PLATFORM
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
    9. Chapter 69: Self-Brand Congruity and Brand Communication
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. METHODOLOGY
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
    10. Chapter 70: Consumer–Retail Structure Interrelations as Seen in the Young Consumers' Photographs of Retail Environments
      1. ABSTRACT
      2. INTRODUCTION
      3. CONCEPTUAL FRAMEWORK
      4. EMPIRICAL RESEARCH SETTING
      5. FINDINGS
      6. CONCLUSION
      7. REFERENCES
      8. APPENDIX
    11. Chapter 71: CKM and Its Influence on Organizational Marketing Performance
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEW
      4. RESULTS AND DISCUSSION
      5. LIMITATIONS AND FUTURE RESEARCH
      6. CONCLUSION AND MANAGERIAL IMPLICATION
      7. REFERENCES
    12. Chapter 72: Interaction between Consumers and Businesses through Social Media
      1. ABSTRACT
      2. INTRODUCTION
      3. SOCIAL MEDIA BACKGROUND
      4. BUSINESS AND SOCIAL MEDIA
      5. FAILURE AND SUCCESS IN USING SOCIAL MEDIA
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
    13. Chapter 73: How Advertising Beauty Influences Children's Self-Perception and Behavior
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. RESEARCH
      5. METHODOLOGY
      6. RESEARCH RESULTS
      7. SOLUTIONS AND RECOMMENDATIONS
      8. FUTURE RESEARCH DIRECTIONS
      9. CONCLUSION
      10. REFERENCES
      11. ADDITIONAL READING
      12. KEY TERMS AND DEFINITIONS
    14. Chapter 74: Implications of Relationship Marketing Indicators to Enable Organizational Growth
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. RELATIONSHIP MARKETING INDICATOR: STAKEHOLDER CAUSAL SCOPE AND GROWTH STRATEGY
      5. A SCS-CENTRED RM MODEL TO ENABLE ORGANIZATIONAL GROWTH
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
    15. Chapter 75: Determinants of Saudi Consumers' Willingness to Participate in Cause-Related Marketing (CRM) Campaigns
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN FOCUS OF THE CHAPTER
      5. ISSUES, CONTROVERSIES, PROBLEMS
      6. SOLUTIONS AND RECOMMENDATIONS
      7. CONCLUSION
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
    16. Chapter 76: Modernization, Consumer Personalities, and Global Brand Attitudes
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN FOCUS OF THE CHAPTER
      5. METHODS
      6. FUTURE RESEARCH DIRECTION
      7. CONCLUSION
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
  11. Section 6: Managerial Impact
    1. Chapter 77: Towards Leadership Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. LEADERSHIP AND MARKETING: WHAT LIES WITHIN?
      5. SOLUTIONS AND RECOMMENDATIONS
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
    2. Chapter 78: Significant Role of Religion in Influencing Consumer Behavior
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEW
      4. RESEARCH METHODOLOGY
      5. RESULTS AND ANALYSIS
      6. CONCLUSION AND IMPLICATION
      7. FUTURE RESEARCH AND LIMITATIONS
      8. REFERENCES
      9. KEY TERMS AND DEFINATIONS:
    3. Chapter 79: How Marketing Capabilities Create Competitive Advantage in Turkey
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. TURKEY AS A MAJOR EMERGING MARKET
      4. 3. MARKETING CAPABILITIES
      5. 4. EMPIRICAL STUDY
      6. 5. CONCLUSION
      7. REFERENCES
    4. Chapter 80: Inside the Small Island Economies
      1. ABSTRACT
      2. INTRODUCTION
      3. THEORETICAL FRAMEWORK AND CONTEXT
      4. MANAGERIAL IMPLICATIONS AND FUTURE RESEARCH DIRECTIONS
      5. REFERENCES
      6. KEY TERMS AND DEFINITIONS
    5. Chapter 81: Evaluating Mobile Application Development Firms
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. RESEARCH METHOD
      4. 3. MODEL AND APPLICATION
      5. 4. CONCLUSION
      6. REFERENCES
    6. Chapter 82: Effects of Consumers' Social Media Participation on Consumer Behavior
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. CONSUMERS’ SOCIAL MEDIA PARTICIPATION
      4. 3. FACTORS INFLUENCING CONSUMERS’ SOCIAL MEDIA PARTICIPATION
      5. 4. FIRM VALUE OF CONSUMERS’ SOCIAL MEDIA PARTICIPATION
      6. 5. MODELING CONSUMERS’ SOCIAL MEDIA PARTICIPATION
      7. 6. MODELING FIRM VALUE OF CONSUMERS’ SOCIAL MEDIA PARTICIPATION
      8. 7. EVIDENCE OF CONSUMERS’ SOCIAL MEDIA PARTICIPATION ON CONSUMER BEHAVIORS
      9. 8. FUTURE OF CONSUMERS’ SOCIAL MEDIA PARTICIPATION
      10. 9. CONCLUSION
      11. REFERENCES
      12. ADDITIONAL READING
      13. KEY TERMS AND DEFINITIONS
      14. ENDNOTE
    7. Chapter 83: The Impact of Marketing Strategy in Small Family Businesses
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN FOCUS OF THE CHAPTER
      5. MARKETING MIX OF SMALL FAMILY FIRMS
      6. SOLUTIONS AND RECOMMENDATIONS
      7. CONCLUSION
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
    8. Chapter 84: Legal Issues to Be Considered before Setting in Force Consumer-Centric Marketing Strategies within the European Union
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND: A REVIEW ON CAUSE-RELATED AND RELATIONSHIP MARKETING
      4. LAW AND MARKETING IN THE EUROPEAN UNION
      5. CUSTOMER-CENTRIC MARKETING IN THE EUROPEAN UNION AS SEEN THROUGH A LEGAL PERSPECTIVE
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
      10. ENDNOTES
    9. Chapter 85: Customer-Based Corporate Brand Equity (CBCBE) in Business-to-Business Firms
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. ESTABLISHING THE ISSUES AT HAND
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
    10. Chapter 86: E-Marketing as an Antecedent to Online Fraud
      1. ABSTRACT
      2. INTRODUCTION
      3. REVIEW OF THE LITERATURE
      4. CASE STUDIES FROM AUSTRALIA
      5. CONSTRUCTIONISM AND THE THEORY OF REALITY CONSTRUCTION
      6. SOLUTIONS AND RECOMMENDATIONS
      7. RESEARCH LIMITATIONS
      8. FUTURE RESEARCH DIRECTIONS
      9. CONCLUSION
      10. REFERENCES
      11. ADDITIONAL READING
      12. KEY TERMS AND DEFINITIONS
      13. ENDNOTE
  12. Section 7: Critical Issues
    1. Chapter 87: The Evolution of Consumerism in the Marketing Education
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. THEORETICAL FRAMEWORK
      5. RESEARCH METHODOLOGY
      6. RESEARCH RESULTS
      7. DISCUSSION
      8. CONCLUSION AND FUTURE RESEARCH DIRECTION
      9. ACKNOWLEDGMENT
      10. REFERENCES
      11. ADDITIONAL READING
      12. KEY TERMS AND DEFINITIONS
      13. ENDNOTE
    2. Chapter 88: Marketing or Social Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. SOCIAL MARKETING PERSPECTIVES
      4. CONCLUSION
      5. REFERENCES
    3. Chapter 89: The Ethical Dimension of Innovation
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. INNOVATIONS IN THE MARKETING OF FOOD PRODUCTS
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
      10. ENDNOTES
    4. Chapter 90: The Psychology of Consumerism in Business and Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. BRIEF HISTORY OF MARKETING
      4. PSYCHOLOGY OF CONSUMERISM
      5. GEERT HOFSTEDE’S CULTURAL DIMENSIONS
      6. HOFSTEDE’S FIFTH CULTURAL DIMENSION
      7. RECOMMENDATIONS
      8. CONCLUSION
      9. REFERENCES
      10. ADDITIONAL READING
      11. KEY TERMS AND DEFINITIONS
      12. ENDNOTES
    5. Chapter 91: Marketing vs. Games in Secondary School
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. LITERATURE OVERVIEW
      4. 3. DEVELOPMENT OF “XCARPERFORMANCE” COMPUTER GAME FOR MARKETING PURPOSES
      5. 4. RESEARCH RESULTS AND DISCUSSION
      6. 5. LIMITATIONS AND FURTHER RESEARCH PROPOSAL
      7. 6. CONCLUSION
      8. REFERENCES
      9. ENDNOTE
    6. Chapter 92: Customer Relationship Management (CRM)
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. SOLUTIONS AND RECOMMENDATIONS
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
    7. Chapter 93: A Rhetoric on Diversity and Marketing Theory
      1. ABSTRACT
      2. THE CASE FOR DIVERSITY IN MARKETING
      3. MARKETING, MULTICULTURALISM, AND SOCIETY
      4. THE THEORETICAL SCOPE OF MARKETING
      5. MUSLIM SCHOLARS AND THE MODERN MARKETING WORLD ORDER
      6. ISLAMIC MARKETING AS A NEEDED ‘THEISTIC’ SCIENCE
      7. REFERENCES
      8. ENDNOTE
    8. Chapter 94: Exploring Marketing Theories to Model Business Web Service Procurement Behavior
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. WEB SERVICES PROCUREMENT BEHAVIOR
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
    9. Chapter 95: How is Internal Marketing Understood?
      1. ABSTRACT
      2. INTRODUCTION
      3. THEORETICAL FRAMEWORKS AND CONTEXT
      4. METHODS AND ANALYSIS
      5. MOTIVATION
      6. RECOMMENDATIONS AND FUTURE RESEARCH DIRECTIONS
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
      9. ENDNOTES
    10. Chapter 96: Superfluous or Moderation?
      1. ABSTRACT
      2. INTRODUCTION
      3. RESEARCH FRAMEWORK: VALUE – ATTITUDE – BEHAVIOR SYSTEM
      4. RELIGIOUS VALUES
      5. ATTITUDE TOWARD LUXURY BRAND
      6. RELIGION AND CONSPICUOUS CONSUMPTION BEHAVIOR
      7. PROPOSED RESEARCH METHOD
      8. PRACTICAL IMPLICATIONS
      9. CONCLUSION AND FUTURE RESEARCH
      10. REFERENCES
      11. KEY TERMS AND DEFINITIONS
    11. Chapter 97: Consumer Culture Theory
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. THE STORY OF CCT
      4. 3. THE CULTURE OF CCT
      5. 4. THE LOW-HANGING FRUITS OF CCT RESEARCH ON TECHNOLOGICAL INNOVATION
      6. 5. CLIMBING UP THE TREE (TOGETHER)
      7. 6. CONCLUSION
      8. REFERENCES
      9. ENDNOTES
    12. Chapter 98: International Diversity Management Approaches for Marketing to Create Innovation
      1. ABSTRACT
      2. INTRODUCTION
      3. INTERNATIONAL DIVERSITY MANAGEMENT (IDM)
      4. IDM APPROACHES: PROCESS AND STRUCTURE
      5. IDM APPROACHES: SUITABILITY FOR MARKETING
      6. RELEVANCE OF IDM FOR MARKETING
      7. IDM AND INNOVATION
      8. REFERENCES
  13. Section 8: Emerging Trends
    1. Chapter 99: The Role of Brand Management in Emerging Markets
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. THE ROLE OF BRAND MANAGEMENT IN EMERGING MARKETS
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
    2. Chapter 100: Virtual Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. INFLUENCE OF INTERNET ON MARKETING
      4. INFLUENCE OF INTERNET ON THE CONCEPT OF MARKETING
      5. INFLUENCE OF INTERNET ON MARKETING INSTRUMENTS
      6. INFLUENCE OF INTERNET ON ORGANIZATION OF MARKETING ACTIVITIES
      7. FUTURE RESEARCH DIRECTIONS OF VIRTUALIZED MARKETING
      8. CONCLUSION
      9. REFERENCES
      10. ADDITIONAL READING
      11. ENDNOTE
    3. Chapter 101: E-Marketing and Online Consumer Behavior
      1. ABSTRACT
      2. INTRODUCTION
      3. INTERNET USER DEMOGRAPHICS
      4. INTERNET USAGE PARAMETERS
      5. PRE-PURCHASE BEHAVIOR AND CONSUMER DECISION MAKING
      6. E-COMMERCE
      7. POST-PURCHASE BEHAVIOR
      8. MODEL SUMMARY
      9. REFERENCES
    4. Chapter 102: Personally Engaged with Retail Clients
      1. ABSTRACT
      2. INTRODUCTION
      3. THE NEW ECONOMIC AND SOCIAL CONTEXT: DEFINING THE NEW CONSUMER PROFILE
      4. MARKETING EVOLUTION: FROM MARKETING 1.0 TO MARKETING 3.0
      5. CONCLUSION
      6. REFERENCES
      7. ADDITIONAL READING
      8. KEY TERMS AND DEFINITIONS
    5. Chapter 103: A New Systems Perspective in Retail Service Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. THEORETICAL BACKGROUND: TOWARD AN INTEGRATED SERVICE SYSTEMS MARKETING PERSPECTIVE
      4. FUTURE RESEARCH DIRECTIONS
      5. CONCLUDING REMARKS
      6. REFERENCES
      7. ADDITIONAL READING
      8. KEY TERMS AND DEFINITIONS
    6. Chapter 104: Re-Conceptualizing Relational Integrated Marketing Communications from the Perspective of Social CRM
      1. ABSTRACT
      2. INTRODUCTION
      3. CONCEPTUAL BACKGROUND
      4. MAIN FOCUS OF THE CHAPTER
      5. SOLUTIONS AND RECOMMENDATIONS
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
    7. Chapter 105: Using the Power of Social Media Marketing to Build Consumer-Based Brand Equity
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. BEST PRACTICES FOR MAXIMIZING SMM INITIATIVES
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
    8. Chapter 106: Conspicuous Consumption Behavior
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEW
      4. THE IMPACT OF HOFSTEDE’S CULTURAL DIMENSIONS ON CONSPICUOUS CONSUMPTION
      5. MANAGERIAL AND THEORETICAL IMPLICATIONS OF STUDY
      6. FUTURE RESEARCH AND CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
    9. Chapter 107: Marketing Higher Educational Institutions on Social Network Sites
      1. ABSTRACT
      2. INTRODUCTION
      3. CONSUMER BEHAVIOUR OF STUDENTS IN SELECTING EDUCATIONAL INSTITUTIONS
      4. USING SOCIAL NETWORK SITES AS A MARKETING TOOL
      5. A CASE STUDY: ASTON GROUP HONG KONG
      6. A PROPOSED FRAMEWORK
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
    10. Chapter 108: G2C Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. ISSUES, CONTROVERSIES, PROBLEMS
      5. METHODOLOGY
      6. SOLUTIONS AND RECOMMENDATIONS
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
      9. REFERENCES
      10. ADDITIONAL READING
      11. KEY TERMS AND DEFINITIONS
    11. Chapter 109: Mobile Advertising in Small Retailer Firms
      1. ABSTRACT
      2. INTRODUCTION
      3. VALUE CREATION IN MOBILE SERVICES
      4. A FIELD EXPERIMENT IN MOBILE SERVICES
      5. CRITICAL VALUE ELEMENTS OF M-ADVERTISING IDENTIFIED
      6. MANAGING M-ADVERTISING IN SMALL RETAILERS
      7. FUTURE RESEARCH DIRECTIONS
      8. MANAGERIAL IMPLICATIONS
      9. REFERENCES
      10. KEY TERMS AND DEFINITIONS
      11. ENDNOTE