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COVID-19 forced a dramatic change to customer behavior that resulted in an economic crisis not witnessed by anyone alive. Businesses can no longer operate as before because their customers are no longer operating as before. Meer
This book presents case studies of local, regional, and international businesses to show that marketing is an environment-sensitive activity, requiring an environment-specific treatment. Meer
This book examines users’ digital content contribution and consumption behavior from a social perspective. Digital content is everywhere—from search results on search engines to posts on social media. Meer
This textbook provides a lively introduction to the fast-paced and multi-faceted discipline of social media management, with international perspectives, AI approaches and tools to enhance the learning experience. Meer
This book explores the concept of advertising and the different ways advertising is understood and evaluated. It dives deep into planning, designing, and executing advertising campaigns on different mediums. Meer
Based on the classic adverse selection model, this book sets up the cyber “lemons” market model and analyzes the basic rule of asymmetric information. Meer
This book explores the dynamic landscape of fashion in China since the beginning of the 21st century through an integrated perspective. The book considers key questions related to the changes in China’s fashion dynamics driven largely by the shifts in the mindset of Chinese consumers due to the current sociocultural contexts. Meer
This book brings together current innovative methods and approaches to segmentation and outlines why segmentation is needed to support more effective social marketing program design. Meer
This book will broaden readers’ understanding of the links between the music and fashion industries. It highlights the challenges currently facing the fashion industry in terms of hyper-competition, definition of ever-faster trends, changing consumer demands etc. Meer
This book adopts a case study based research approach to examine the contemporary issues in the fashion industry. It documents real-world practices in fashion business from production, marketing to operations. Meer
This book articulates and interconnects a range of research methods for the investigation of business management processes. It introduces new directions that both recognise the business community as stakeholders in the research process and seek to include them in that process. Meer
This book is an easily accessible and comprehensive guide which helps make sound statistical decisions, perform analyses, and interpret the results quickly using Stata. Meer
This book assesses the changes that the Comprehensive Economic Partnership Agreement (CEPA) could produce by boosting the competitiveness of firms in India and Korea. Meer
This book provides essential insights into Chinese consumer behaviors in the growing and dynamic fashion market. With increasing consumer purchasing power, readily accessible global brands, heavy application of digital technology and social media, as well as growing awareness of environmental issues, the Chinese fashion industry faces great opportunities and challenges at the same time. Meer
This book is published open access under a CC BY 4.0 license.
This open access book offers something for everyone working with market segmentation: practical guidance for users of market segmentation solutions; organisational guidance on implementation issues; guidance for market researchers in charge of collecting suitable data; and guidance for data analysts with respect to the technical and statistical aspects of market segmentation analysis. Meer
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