As customer orientation continues to gain importance in the marketing field, there has been a growing concern for organizations to implement effective customer

Drawing on the expertise of leading marketing scholars, this book provides managers and researchers with insights into the fundamentals of customer centricity a

As the hospitality industry continues to grow, managers and educators are faced with the task of preparing future hospitality professionals for a rewarding but

The growth of new technologies, internet, virtualization, and the globalization of production and consumption has given focus on new marketing strategies in the

Social media and emerging internet technologies have expanded the ideas of marketing approaches. In particular, the phenomenon of the internet in China challeng