In today's technology-driven economy, organizations are attempting to create a digital identity of their brand in order to remain prevalent among consumers. As today's consumers are spending an increased amount of time on digital platforms, maintaining a presence online is crucial for companies to remain successful and relevant. Due to this necessity, there have been significant advancements made in the field of digital marketing and branding. Innovations in Digital Branding and Content Marketing is a collection of innovative research on the methods and advancements in the field of advertising and marketing using digital technologies. While highlighting topics including gamification, typography, and consumer-generated media, this book is ideally designed for advertisers, marketers, brand managers, PR professionals, content specialists, researchers, practitioners, executives, students, and academicians seeking current research on advanced strategies and developments in digital marketing.

The continued advancement of globalization, increases in internet connectivity, compatibility of international payment systems, and adaptability of logistics and shipping processes have combined to contribute to the rapid growth of the cross-border e-commerce market. Due to these advancements and the ubiquitous presence of smartphones, consumer use of cross-border e-commerce is increasingly simplified, and thus, sellers are hardly restricted to a specific country in terms of promoting, selling, and shipping goods worldwide. The burgeoning opportunities, habits, and trends of shopping on cross-border e-commerce platforms have expedited the prospect of becoming a presence in the global market. This is true for enterprises of all sizes, especially for small- and medium-sized enterprises (SMEs) that want to add their footprint in the international market for the first time. Like any other industry, cross-border e-commerce has its specific economics and driving forces, but has different scopes, challenges, and trends due to the geographic and cultural expanse of relevant environments. Cross-Border E-Commerce Marketing and Management was conceptualized by identifying the scope of new complementary information with a comprehensive understanding of the issues and potential of cross-border e-commerce businesses. The authors believe that this book will not only fill the void in the current research but will also provide far-sighted vision and strategies, as it covers big data, artificial intelligence, IoT, supply chain management, and more. This book provides the necessary knowledge to managers to compete with the competitive market structure and ultimately contribute to the sustainable economic growth of a country. It works as a guideline for existing cross-border e-commerce managers to formulate individual strategies that combine to optimize the industry while keeping the enterprise competitive. This book is useful in both developed and developing country contexts. This publication is an ideal resource for academicians, policy makers, stakeholders, and cross-border e-commerce managers, especially from SMEs.

The Larder of the Wise: The Story of Vancouver's James Inglis Reid Ltd. traces the history of the iconic store whose traditional Scottish fare and well-remembered hallmarks of "We hae meat that ye can eat" and "Value always" earned the following of devoted customers from inside and outside of the city for almost eighty years. Founded in 1908 and situated for most of its history at 559 Granville Street, Reid's was a fixture in Vancouver's downtown shopping district. Customers were drawn by the store's cured and smoked hams and bacons, expertly prepared sausages and haggis, freshly baked meat pies and scones, and many other favorite items-almost all made on premises using recipes and artisanal techniques passed down for decades. When it closed in 1986 to make way for the Pacific Centre development, many thought an important part of Vancouver heritage was forever lost. But thanks to a treasure-trove of business records, letters, photos and objects preserved from the store, and drawing on her own personal memories and knowledge of the business as the granddaughter of company founder James Reid and the daughter of Gordon Wyness, who succeeded Reid as manager, author M. Anne Wyness brings this special store alive once again. Richly illustrated and engagingly told, this story of a unique family business is also a story of Vancouver itself. Through economic booms and declines, two world wars, shifts in consumer habits, the rise of the suburbs and the changing fortunes of the downtown Granville Street area, Reid's enjoyed prosperity and endured challenges in step with a changing city.

The general store in late-nineteenth-century America was often the economic heart of a small town. Merchants sold goods necessary for residents' daily survival and extended credit to many of their customers; cash-poor farmers relied on merchants for their economic well-being just as the retailers needed customers to purchase their wares. But there was more to this mutual dependence than economics. Store owners often helped found churches and other institutions, and they and their customers worshiped together, sent their children to the same schools, and in times of crisis, came to one another's assistance. For this social and cultural history, Linda English combed store account ledgers from the 1870s and 1880s and found in them the experiences of thousands of people in Texas and Indian Territory. Particularly revealing are her insights into the everyday lives of women, immigrants, and ethnic and racial minorities, especially African Americans and American Indians. A store's ledger entries yield a wealth of detail about its proprietor, customers, and merchandise. As a local gathering place, the general store witnessed many aspects of residents' daily lives - many of them recorded, if hastily, in account books. In a small community with only one store, the clientele would include white, black, and Indian shoppers and, in some locales, Mexican American and other immigrants. Flour, coffee, salt, potatoes, tobacco, domestic fabrics, and other staples typified most purchases, but occasional luxury items reflected the buyer's desire for refinement and upward mobility. Recognizing that townspeople often accessed the wider world through the general store, English also traces the impact of national concerns on remote rural areas - including Reconstruction, race relations, women's rights, and temperance campaigns. In describing the social status of store owners and their economic and political roles in both small agricultural communities and larger towns, English fleshes out the fascinating history of daily life in Indian Territory and Texas in a time of transition.