Chapter 1: The Challenging and Changing B2B Landscape -- Chapter 2: Marketing Theories under the B2B Lens -- Chapter 3: B2B Marketing Mix -- Chapter 4: Exploring B2B Marketing Strategies -- Chapter 5: Ethics and Sustainability in B2B Marketing -- Chapter 6: Competitive Advantage through B2B...

Despite continuous public interest in leadership studies as well as the abundance of extant literature, the world continues to face leadership predicaments. Given the global crises mankind has been recently exposed to, which include the financial crisis of 2008 as well as the COVID-19 pandemic,...

Purpose: This paper explores reasons behind Muslim fervour, in response to advertisements that cause them offence – where marketing promotions and brands are seen to contradict or challenge the tenets of their religion (Islam) and culture. Design/methodology/approach: The authors investigate...

Purpose: This paper aims to equip professionals and researchers in the fields of advertising, branding, public relations, marketing communications, social media analytics and marketing with a simple, effective and dynamic means of evaluating consumer behavioural sentiments and engagement...