The contribution of small and medium enterprises (SMEs) is acknowledged as an influential engine to economic growth. However, the biggest challenge faced by these SMEs is the lack of competitive service offerings for their target customers due to unstandardized products and a lack of consumer engagement and strategies. Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities is an essential reference source that provides guidelines on how SMEs can achieve sustainability through positive marketing outcomes and effective customer services. Featuring research on the assessment of SMEs' customer service expectation, listening to customers through qualitative research, service quality model and its marketing implications, integrated marketing communications for SME environments, effective service encounters, and relationship developing strategies for SMEs, this publication provides new models for managers, industry professionals, academicians, and researchers.

Recently, emerging economies have contributed significantly to world economic growth and output. The Research Handbook advances, synthesises and expands the hitherto sparse publications on marketing in emerging economies, investigating specific processes and requirements, as well as the consequences of conducting marketing in these challenging contexts. Addressing diverse issues from a universal as well as regional and country specific perspective, this book sheds light on general topics such as data collection procedures equivalence and marketing accountability as well as exploring specific contexts such as Central and Eastern Europe and India. Comparing the ways in which marketing is performed in emerging and advanced economies, the chapters explore various aspects including business-to-business marketing relationships, the role of multi-cultural markets in marketing, retail marketing of multinational corporations, corporate social responsibility and consumer loyalty. Timely and engaging, this Research Handbook will appeal to students and scholars interested in international business and marketing in emerging economies. Business practitioners, managers and policy makers working in emerging economies will also benefit from practical guidance on both improving approaches to serving customers as well as creating conducive environments for serving customers. Contributors include: M.Y. Ali, N. Ammar, M. Arslanagic-Kalajdzic, M.-L. Baron, V. Blagoev, A. Chidlow, A. Daviy, N. Dholakia, R.R. Dholakia, N. El-Bassiouny, A.R. Faroque, P. Ghauri, R. Hawash, G.N. Kfuri, Z. Krupka, S.R. Kumar, M.A. Marinov, S.T. Marinova, M. Minkov, A. Osmanova, D. Ozretic-Dosen, D.A. Petrovici, V. Rebiazina, V. Skare, M. Smirnova, C.A. Solberg, S. Sutyrin, I. Vorobieva, V.R. Wood, V. Zabkar

This essential guide, edited by experienced journal editors, is the definitive sourcebook for prospective authors who are seeking direction and advice about developing academic papers in marketing that will have a high probability of publication in the best journals in the discipline. It brings together a wealth of contributors, all of whom are experienced researchers and have been published in the leading marketing journals. More than a dozen and a half current and former editors of marketing journals contributed to this volume, contributing words of wisdom and sage advice for the beginning scholar and experienced writer alike. The book covers such topics as ideation, positioning of papers, review of the literature, discussion of methods, presentation of results, development of theoretical and practical implications and responding to reviewers. Both empirical and conceptual papers are addressed. Individual chapters focus on papers with a behavioral focus, a marketing science focus, a strategy focus, and a public policy focus. This book is an indispensable guide for doctoral students, faculty teaching doctoral courses, individuals early in their career in marketing and scholars who wish to place their work in those journals which have a significant impact on the marketing discipline. Contributors include: J.R. Bettman, R.N. Bolton, L. Ferrell, O.C. Ferrell, G.N. Frazier, R.P. Hill, J. Huber, C.S. Katsikeas, U. Kayande, V. Kumar, D.M. Ladik, D.R. Lehmann, M.F. Luce, D.J. MacInnis, V. Mittal, C. Moorman, C. Pechmann, J.H. Roberts, R. Staelin, D.W. Stewart, S. Stremersch, J.O. Summers, S.L. Vargo, R.S. Winer

One key for success of an entrepreneur is to obtain sales (revenue) and profits as quickly as possible upon launching the venture. Entrepreneurial Marketing focuses on the essential elements of success in order to achieve these needed sales and revenues and to grow the company. The authors build a comprehensive, state-of-the-art picture of entrepreneurial marketing issues, providing major theoretical and empirical evidence that offers a clear, concise view of entrepreneurial marketing. Through an international approach that combines both theoretical and empirical knowledge of entrepreneurship and marketing, this book informs and enhances the entrepreneurs' creativity, their ability to bring innovations to the market, and their willingness to face risk that changes the world. Key components addressed include: identifying and selecting the market; determining the consumer needs cost-effectively; executing the basic elements of the marketing mix (product, price, distribution, and promotion); and competing successfully in the domestic and global markets through implementing a sound marketing plan. Numerous illustrative examples throughout the book bring the content to life. The mix of theoretical content, examples, empirical analyses, and case studies make this book an excellent resource for students, professors, researchers, practitioners, and policymakers all over the world.

Online shopping has become increasingly popular due to its availability and ease. As a result, it is important for companies that sell high-end products to maintain the same marketing success as companies selling more affordable brands in order keep up with the market. Digital Marketing Strategies for Fashion and Luxury Brands is an essential reference source for the latest scholarly research on the need for a variety of technologies and new techniques in which companies and brand managers can promote higher-end products. Featuring coverage on a broad range of topics and perspectives such as brand communication, mobile commerce, and multichannel retailing, this publication is ideally designed for managers, academicians, and researchers seeking current material on effectively promoting more expensive merchandise using technology. Topics Covered The many academic areas covered in this publication include, but are not limited to: Brand Communication Consumer Brand Engagement Gender Fluidity Mobile Commerce Multichannel Retailing Omnichannel Strategy Social Identity Social Media User-Generated Content