The purpose of this paper is to understand consumer behavioural models with respect to their reactions to social network marketing. Theoretical background is focused on online and social network usage, motivations and behaviour. The research goal is to explore consumer reactions to the exposure...

The main purpose of the paper is to investigate the applicability of real-time marketing scorecard as a benchmarking tool for measuring and driving dynamic marketing performance in service-dominated sectors. Real-time marketing scorecard is a marketing research platform providing real-time data...

Current academic research on the relationship of firms’ CSR activities with corporate branding typically focuses on consumers’ and shareholders’ viewpoints. This research aims to shed light on how organisational members in firms perceive to be the impact of CSR activities upon their...

We live in a world where disruptive technologies, rapid structural changes and economic turbulence are impacting the global economy by accelerating the rise of complexity. Complexity turns out to be a major power business must consider when develop and execute marketing strategies. Globalisation...

"This book is aimed at scholars and practitioners who want to widen their understanding of artificial intelligence out of the 'narrow' technical perspective to a more broad viewpoint that embraces the links between AI theory, practice, and policy"--