1. Introduction -- 2. 1 Optimised budget allocation in marketing “beyond media” -- 3. Quantitative consideration of the long-term effect of marketing measures -- 4. It's all about striking the right balance: Image vs. performance marketing -- 5. Campaign tracking and successful marketing...

Purpose The purpose of this study is to propose that in-factory experiences transfer into souvenir evaluation, and the process is moderated by customers’ commitment and readiness cumulated in daily life. Design/methodology/approach The study collected data from 398 tourists of tea leaves...