Festivals across the world represent the joy, recreation, and traditions of their different societies and cultures. There is a plethora of reasons to commemorate and organize such events. Every festival has its own distinct personality, charms, appeal, and experiences that are closely linked to culture, customs, issues, core values, and more. All of these factors combine to create a one-of-a-kind selling offer for specific destinations. Festival attractions can serve to popularize and strengthen the tourist economy, as well as to promote employment, entrepreneurship, and tourism destination branding for the location. Managing Festivals for Destination Marketing and Branding addresses the most current and promising parts of tourism-centric festivals, which are held in numerous tourist areas throughout the world. It links tourism festivals around the world as a catalyst for destination marketing and identity. Covering topics such as destination brand equity, social media networks, and motivations and expectations of tourists, this premier reference work is a dynamic resource for business executives and leaders, brand managers, event managers, festival managers, government officials, students and educators of higher education, librarians, researchers, and academicians.

This groundbreaking Handbook is a collection of the most recent research in innovation and creativity as it applies to marketing management. It uniquely combines the work of innovation and creativity scholars in the same book. Incorporating global research conducted by scholars based all over the world, this book covers various aspects of innovation and creativity, discussing the concepts themselves as well as adopting both a company and consumer perspective. Standout topics discussed in this Handbook include product and service innovation, organizing for innovation, co-innovation, and the impacts of culture on innovation as well as the impacts of personality, the impacts of zen, and the applications of creativity in management and marketing. Eric Shiu presents an integrated discussion of both disciplines, which will inevitably lead to early-stage frameworks of knowledge, new research ideas, and a more holistic understanding of innovation and creativity combined. This Handbook targets readers who are interested in innovation and creativity in general as well as those interested in how the topics apply to marketing management. Business and management students as well as scholars who are researching, teaching or studying a subject that relates to innovation or creativity will be of interest. Contributors: A. Antonietti, I. Carlsson, C. Cheng, B. Colombo, S. Harnow Klausen, E. Hoff, Y. Qian, F. Rasulzada, N. Salari, E. Shiu, A-.G. Tan, M.K. Tran

This groundbreaking Handbook is a collection of the most recent research in innovation and creativity as it applies to marketing management. It uniquely combines the work of innovation and creativity scholars in the same book. Incorporating global research conducted by scholars based all over the world, this book covers various aspects of innovation and creativity, discussing the concepts themselves as well as adopting both a company and consumer perspective. Standout topics discussed in this Handbook include product and service innovation, organizing for innovation, co-innovation, and the impacts of culture on innovation as well as the impacts of personality, the impacts of zen, and the applications of creativity in management and marketing. Eric Shiu presents an integrated discussion of both disciplines, which will inevitably lead to early-stage frameworks of knowledge, new research ideas, and a more holistic understanding of innovation and creativity combined. This Handbook targets readers who are interested in innovation and creativity in general as well as those interested in how the topics apply to marketing management. Business and management students as well as scholars who are researching, teaching or studying a subject that relates to innovation or creativity will be of interest. Contributors: A. Antonietti, I. Carlsson, C. Cheng, B. Colombo, S. Harnow Klausen, E. Hoff, Y. Qian, F. Rasulzada, N. Salari, E. Shiu, A-.G. Tan, M.K. Tran

Customer satisfaction is a critical factor to the potential success or failure of a business. By implementing the latest marketing strategies, organizations can better withstand the competitive market. Strategic Marketing Management and Tactics in the Service Industry is an essential reference publication that features the latest scholarly research on service strategies for competitive advantage across industries. Covering a broad range of topics and perspectives such as customer satisfaction, healthcare service, and microfinance, this book is ideally designed for students, academics, practitioners, and professionals seeking current research on best practices to build rapport with customers.

The internet of things (IoT) enhances customer experience, increases the amount of data gained through connected devices, and widens the scope of analytics. This provides a range of exciting marketing possibilities such as selling existing products and services more effectively, delivering truly personalized customer experiences, and potentially creating new products and services. Smart Marketing With the Internet of Things is an essential reference source that discusses the use of the internet of things in marketing, as well as its importance in enhancing the customer experience. Featuring research on topics such as augmented reality, sensor networks, and wearable technology, this book is ideally designed for business professionals, marketing managers, marketing strategists, academicians, researchers, and graduate-level students seeking coverage on the use of IoT in enhancing customer marketing outcomes.

Luxury is no longer a privilege of the high-net-worth individuals. It is now accessible to all. This has become possible because the essence of luxury has changed: from something based upon materialism and conspicuous and hedonic consumption to one that embraces enrichment and experiences for the consumers. This evolution creates challenges for luxury brands and for the managers of luxury brands. Building Consumer-Brand Relationship in Luxury Brand Management is a collection of innovative research that focuses on the conception and marketing of luxury as an experience and explores more integrative and comprehensive approaches to modeling and understanding the consumer-brand relationship with luxury brands and their sustainability in a global and multicultural world. Highlighting a broad range of topics including digital marketing, consumer demand, and social responsibility, this book is ideally designed for marketers, brand managers, consumer analysts, advertisers, entrepreneurs, executives, researchers, academicians, and students.