Proponents applaud location-based advertising as a way to bridge the gap between online and physical customer experiences and promote impulse purchases. Skeptic

Proponents applaud location-based advertising as a way to bridge the gap between online and physical customer experiences and promote impulse purchases. Skeptic

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of deve

This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge

People have cultural boundaries. Their thinking and decisions are affected by their cultural values and norms. Marketers implant cultural values and standards i