This proceedings volume presents timely research and insights on the advancement of marketing’s basic premise—providing greater levels of customer value. In

Storytelling has redefined marketing from a brand monologue to brand-consumer dialogues, conversations, and co-creation. Drawing on interdisciplinary narrative

This book covers a very broad range of topics in marketing, communication, and tourism, focusing especially on new perspectives and technologies that promise to

This book examines the fundamental problem of marketing orientation, considering the current state of marketing orientation, customer orientation, and an indivi