What is the role of events in the marketingcommunication mix? What goals can be legitimatelyattributed to events? How to use eventsto deliver memorable experiences? How to measureevent results and max
This book presents a radically innovative view on trade shows as knowledge-rich places, where firms learn through observation and interaction with other economic actors, and as enablers, rather than m
Drawn from the 11th Annual Consumer Culture Theory Conference, held in Lille, France, in July 2016, the 12 papers in this volume present research in consumer culture theory. Business, marketing, an
This book sheds light on the consumption of spiritual products, services, experiences, and places through state-of-the-art studies by leading and emerging scholars in interpretive consumer research, m
This book sheds light on the consumption of spiritual products, services, experiences, and places through state-of-the-art studies by leading and emerging scholars in interpretive consumer research, m
