This book proposes that, within the automotive industry, revised marketing principles and innovative marketing strategies are needed to address more effectively

The automobile has shaped nearly every aspect of modern American life. This text documents the story of the automotive industry, which, despite its power, is co

This book contains theoretical, econometric, experimental, and policy-oriented contributions of the DTMIS conference participants. Every year the DTMIS conferen

The book complements the current body of knowledge in business-to-business marketing with the experience of many professionals ranging from marketers to top man

The Digital Marketing and eCommerce Conference aims to bring together leading researchers and research scholars to exchange and share their experiences and rese