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Book SynopsisThis book links research in wine marketing/management and wine tourism, offering international and multidisciplinary perspectives. Addressing the evolving nature of the wine tourism industry and market, the book brings in new research streams and technology advances such as; social media, customer empowerment and engagement, co-creation, social / responsible marketing and wine consumption. Each section includes an introductory chapter written by the editors discussing the aims and the chapters of the section. Section chapters provide theoretical and research based insights with practical implications, while every section is also complemented with case studies that further enrich the practice and industry implications of theory. Researchers will find in this book a holistic analysis of research and cases relating to the management and marketing of wine tourism businesses and visitors. Trade Review“The volume does provide a comprehensive reference for researchers, practitioners and policy makers who are in need of working knowledge about the management and marketing of wine tourism. It will be a valuable addition to the existing literature on wine tourism management and marketing.” (Saurabh Kumar Dixit, Information Technology & Tourism, Vol. 21, 2019)Table of Contents1. 1. WINE TOURISM: definitions, evolution The business of wine tourism: evolution and challenges Cristina Santini Abstract: The wine business has evolved over the years; wine tourism has evolved, too. New challenges have emerged from the market and the wine tourism as a product has been reshaped in order to meet tourists’ demand. Thus, what are the strategies that companies can pursue in wine tourism? This chapter will describe how wineries have changed their approach to tourists and it will highlight pro e cons of emerging business strategies. Data and information will be collected from academic and professional sources. A background literature will be provided in order to motivate research designing in data collection and to offer a theoretical framework for the work. Transforming wine tourism and destinations: the implications of co-creation on empowering wine tourists and wine communities Marianna Sigala, University of South Australia Case studies: Make-your-own wine at Pasadena winery: from wine consumers to wine makers Marianna Sigala, University of South Australia The Wine Foundry: bringing wine communities, wine experts and wine consumers together to co-create wine experiences Marianna Sigala, University of South Australia 2. 2. WINE TOURISTS: profile, needs, behavior Uncorking the Potential of Wine Language for Young Wine Tourists Dr Allison Creed and Assoc. Prof Peter McIlveen University of Southern Queensland Abstract Effective communication with consumers underpins growth in wine knowledge that, in turn, contributes to growth in wine consumption (Knott, 2004). Yet wine language is full of fuzzy concepts (Ballester, Patris, Symoneaux, & Valentin, 2008) and the very act of naming sensory experiences can be an act of categorisation, demarcation, separation, or rejection. Indeed, wine consumers experience more of the intrinsic characteristics of a wine after they receive product information (Henley, Fowler, Yuan, Stout, & Goh, 2011). In this chapter, we consider the language used to talk about wine, specifically the personification of wine (e.g., powerful, fleshy, sexy). We demonstrate that metaphoric language is integral to the experience of wine. We conclude that metaphoric language is a platform for engaging younger wine tourists in the cellar door experience, which is a significant revenue source for micro, small, and medium wineries (Dodd, 2000).Factors Influencing Consumer Wine Choice - The Case of Wine Tourism Margaret Connolly MARGARET CONNOLLY Dublin Institute of Technology Using Importance-Performance Analysis to Understand the Wine Tourism Experience of Generation Z Dimitrios Stergiou, Greek Open University, Greece CASES case study : "Profiling winery tourists in Southern Greece" Dr. Panagiotis Tataridis, Technological Educational Institution of Athens (TEI of Athens) 3. 3. WINE EXPERIENCES: experience design, product development, product innovation and differentiation, wine and wine experiences , wine tourism events "Maximizing wine tourism experience in the winery" Dr. Panagiotis Tataridis, Assistant Professor Department of Enology & Beverage Technology Technological Educational Institution of Athens (TEI of Athens) Innovation in Food & Wine Tourism Related Businesses: "Turning Ashes to Gold" Dimitris Karagiannis PhD Researcher, Department of Economics, University of Thessaly Mr Theodore Metaxas, Assistant Professor, Department of Economics, University of Thessaly Contribution of Research and Development in Oenology to Wine Tourism Maroula Dimopoulou, Ph.D., Oenology University of Bordeaux, France Wine tourism starts to gain a sophisticated profile as the consumers become more educated and exigent. Tourists are attracted by the authentic nature and the quality of the product as well as by the terroir experience. The greek wine is receiving recognition at international level but a greater effort and more research should be carried out in this context. The field of research and development (R&D) in Oenology can largely contribute to the identification of the greek wine sensorial attributes and further promote the viticulture heritage. More specifically, the analysis of the aromatic profile of indigenous grape varieties, the identification of the indigenous microflora, the adaptation of the winemaking techniques, are examples which could highlight the originality and quality of greek wines. Wine tourism is for sure more attracted by ‘high recognition’ products, which respect the tradition and foster at the same time local development. In the competitive context of wine tourism at an international level, the R&D in Oenology should be part of the greater strategy for tourism promotion via wine terroir experience. CASES Case study: Oinoxeneia: a wine tourism event in Aegialeia, Peloponesse Maria Tsoukala, municipality of Aigialeia, Peloponnese, Aigio, Greece case study - Transforming wine tourism experience: The role of wine entrepreneurs’ identity Aise Kim, School of Management, University of South Australia Abstract – Wine entrepreneur’s identity plays a critical role as a mediator in transforming wine branding and winery-based place making process. Such story telling of wine entrepreneur’s identity can make a stronger connection to creating memorable and unique wine tourism experience. Yet, there has been little research on how wine entrepreneurs’ unique identity is shaped by various factors - their connection to the local culture and place, their vision for creating innovative wine making process, and their personal life story as wine entrepreneurs’ success and hardship. This chapter will focus on exploring different aspects of wine entrepreneur’s identity and their impacts on tourists’ wine tourism experience, using different case studies in South Australia (e.g. Jacob Creek winery, Yalumba winery, and Wolf Brass winery).Authenticity in Artisan Wine Tourism? The case of the Basket Ranges, Adelaide Hills Jonathan Staggs, UQ Business School Abstract: Basket Ranges is a sub-region within the Adelaide Hills that currently leads the way in Australian artisan wine production. The Basket Ranges has a unique micro-climate that plays an important role in the production of wines of critical acclaim. But it is a collective of artisan winemakers who call the Basket Range home are re-shaping the Australian wine identity, both in domestic and key export markets, through their authenticity and non-conformist approaches to winemaking, (and life). The terroir of the Basket Range and the narratives of this artisan collective has the potential to have a ‘Mecca effect’ on food and wine tourists who seek experiences that are commensurate with their food and wine involvement. This case study explores themes of authenticity and integrity at the Basket Range’s inaugural festival. This festival provides a unique opportunity to explore how these artisans can authentically enact a tourist event, and on the other side of the coin, the opportunity to capture tourist impressions of the festival. 4. 4. WINE DESTINATIONS: infrastructure development, wine routes, wine itineraries development, industry collaboration and synergies Wine tourism destination development: the case of Granite Belt Arwen McGregor1 & Richard Robinson, Queensland Wine Industry Association Abstract: Adapting Wang and Xiang’s Destination Marketing Alliance theory framework (2007) this chapter seeks to identify collaboration networks factors within an emerging wine tourism region and identify destination development processes. This case study used interviews with winery owners in Queensland’s Granite Belt to determine what the stakeholders’ critical success factors were in regional collaboration. The findings showed that stakeholders needed commitment, and communication, from collaborative organisations, plus trust for a positive perception of a regional collaboration. Interestingly, the study showed that many industry stakeholders did not see themselves in the tourism industry. Implications for practice are the importance of certain collaborative practices between stakeholders in the successful development of nascent wine tourism destinations. CASES Case study: wine tourism and legislation issues: the case of ktima Zacharioudaki – Crete ANTHI Kampilafka anthi17@hotmail.com Case study: Building successful websites for wine tourism destinations: the case of https://www.napavalley.com/ and http://www.sonomacounty.com/social-hub#/boards/ Marianna Sigala, University of South Australia 5. 5. WINE TOURISM & DESTINATION MARKETING: online and offline marketing strategies and practices, branding, image, pricing, distribution strategies ‘Red Ocean’ to ‘Blue Ocean’: Developing a typology of wine innovation Dr David Priilaid, University of Cape Town Abstract The wine industry is constantly over-traded, with many producers struggling to remain profitable. Such market conditions have been described as typical of a “red ocean”, where producers are forced to trade on price, and profits are competed away (see Kim and Mauborgne, 2005). Within this context, this chapter explores the rationale for innovation, and examines a number of so-called “blue-ocean” innovations occurring in the South African and New Zealand wine industries. In South Africa, these include the development of a unique coffee flavoured pinotage, a rooibos tea flavoured merlot, the use of clay pots as a replacement of oak barrels, and the production of wine flavoured ice-lollies. From New Zealand the development of an innovative wine-buyers’ club, and the sale of varietal-specific grape juice is showcased. A consequent typology of wine innovation is proposed, with suggestions as to where further innovation may be anticipated. Social Media and wine tourism marketing Marianna Sigala, University of South Australia The chapter will review the various social media tools and marketing practices used in wine tourism. The chapter will discuss both wine tourism demand and supply issues, i.e.: 1) how wine consumers and wine tourists are empowered to participate in wine (tourism) marketing; and 2) how wine destinations and wineries can exploit social media for developing new distribution and sales channels and engaging their customers more actively in wine tourism marketing. E-storytelling and wine tourism branding: Insights from the “Wine roads of Northern Greece” Dr Christina Bonarou, Panteion University of Social and Political Sciences, Athens, Greece Prof. Paris Tsartas, Harokopio University, Athens, Greece CASES CASE STUDY: Developing a wine tourism marketing plan: A study in the regions of Kilkis, Thessaloniki and Chalkidiki - Alexia Aslanidou, Greece CASE STUDY - Effects of the World Heritage Label in Champagne Region. Dr Fabrice Thuriot, University of Reims Champagne-Ardenne, France. Case study: social marketing in wine tourism: educating wine tourists about responsible wine consumption by the Wine association in South Australia Marianna Sigala, University of South Australia

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Book SynopsisThis book shows how to build successful luxury brands using the power of sensory science and neuro-physiology. The author introduces – based on inspiring business cases like Tesla, Louis Vuitton, Chanel, Hermès, Moncler, Louboutin, or Sofitel in industries such as Fashion, Automotive or Leisure – groundbreaking scientific methods - like the Derval Color Test® taken by over 10 million people - to predict luxury shoppers’ preferences and purchasing patterns and illustrates common and unique features of successful luxury brands. Through various practical examples and experiments, readers will be able to build, revamp, or expand luxury brands and look at luxury from a new angle. Trade Review“The author has based this book on her research, offering readers powerful business frameworks they can use and adapt for their needs in order to understand and predict human behavior. … I highly recommend this book to anyone interested in understanding the substrates behind the needs and choices of consumers, but also understanding our own choices - from a different point of view.” (Monica Diana Olteanu, insights - Consumer Neuroscience in Business, Issue 24, September, 2018)Table of ContentsUnderstanding Luxury Shoppers.- Identifying Profitable Markets.- Finding the Right Positioning.- Designing Luxury Brands.- Expanding Luxury Brands Internationally.- Building Iconic Brands.

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Book SynopsisThis book is for product managers, product owners, product marketing managers, VPs and Heads of Product, CEOs, and start-up founders. In short, it serves anyone interested personally or professionally in software product management. You’ll learn how to plan, coordinate and execute all activities required for software product success. It enables you to find the right balance for delivering customer value and long-term product success.The book offers a comprehensive introduction for beginners as well as proven practices and a novel, holistic approach for experienced product managers. It provides much-needed clarity regarding the numerous tasks and responsibilities involved in the professional and successful management of software products. Readers can use this book as a reference book if they are interested in or have the urgent need to improve one of the following software product management dimensions: Product Viability, Product Development, Go-to-Market / Product Marketing, Software Demonstrations and Training, The Market / Your Customers, or Organizational Maturity.The book helps product people to maximize their impact and effectiveness. Whether you’re a seasoned practitioner, new to software product management, or just want to learn more about the best-of-all disciplines and advance your skills, this book introduces a novel and “business” tested approach to structure and orchestrate the vital dimensions of software product management. You will learn how to create focus and alignment on the things that matter for product success.The book describes a holistic framework to keep the details that matter for product success in balance, taking into consideration the limiting factors, strategies and responsibilities that determine the overall product yield potential. It explains how to leverage and adapt the framework with regard to aspects like product viability, product development, product marketing and software demonstrations and training, as well as more general aspects like markets, customers and organizational maturity.The book focuses on the unique challenges of software product managers or any related roles, whether you are a founder of a small to mid-sized software company or working in the complex ecosystems of large software enterprises or corporate IT departments.Trade Review“This book is recommended for readers who are looking for a way to assess their own product management practices or who are interested in learning about how software product management can be introduced to an organization.” (Julia Yousefi, Computing Reviews, April 29, 2021)Table of ContentsPart I: Setting the Scene and Introducing the Product Yield Potential Radar.- Part II: PYPR Software Product Management Dimensions in Detail.- Part III: Case Studies Applying PYPR.

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Book SynopsisUsing the field of material culture as its methodological departure point, this Palgrave Pivot explains the strategic advantages that brands can set in place when their executives are fully in command of how to move from strategy to tactics. Specifically, it studies the brands, their products and signature experiences as well as their relationship with the consumer in an attempt to define the greater powers that have pushed fashion labels in and out of fashion. It focuses on case analysis of specific luxury fashion brands and attempts to link those to the greater context of material culture while also elaborating on theoretical discussions. Bridging theory and practice, this book explores the relationship between creative strategy and cultural intelligence.Table of ContentsPart I. Background of Luxury Fashion as a Field of Material Culture 1. Defining Fashion, Luxury, and Luxury Fashion 2. Established Methods of classifying Luxury Fashion Brands 3. A New Method for the Classification of Luxury Fashion Brands Part II. Production and Consumption of Luxury Fashion 4. The Producers of “Newness” in Luxury Fashion 5. What Do We Really Consume through Luxury Fashion? 6. How Do We Consume Luxury Fashion? Part III. Cultural Intelligence and Creativity 7. A Close Look at Cultural Intelligence 8. Tim Morton’s Theory of Hyperobjects 9. Luxury Fashion Products Addressing Cultural Changes 10. Luxury Marketing Strategies Based on Cultural Intelligence Part IV. The Future of Luxury Fashion 11. Conclusions

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Book SynopsisThe price of virtually any product or service can reveal intriguing stories. The author looks back at his own decade-long pricing journey and shares some of the most exciting and insightful pricing stories, allowing readers to see the world from a different angle. From pricing a chilled Coke in Tehran, to iPhone, to explaining the fall of MUJI, this book reveals the rationales behind and outcomes of various pricing strategies. The author also presents a number of stories from China, a "price wonderland" in which he, both as a consumer and a pricing consultant, has observed unconventional pricing practices rarely found elsewhere, such as the frequent use of negative prices among tech unicorns, i.e., sellers paying consumers to use their products. Structured as a collection of short stories, the book offers a delightful and eye-opening reading experience for business owners, managers, and anyone interested in understanding what prices are, and how pricing works and interacts with us as customers.Table of ContentsOh price - Prelude.- The Power of Choice.- The Color of Pricing.- Good Morning Coffee.- (In)dispensable Spicy Chicken Wings.- Grocery Box in Parts.- Random Thoughts Up in the Air.- Carpe Diem.- The Tale of the Midnight Diner.- The Burden of Fame.- A Pricing Perspective on Double Eleven.- The Premium Mass Product.- A Chilled Coke in Tehran.- We Love Dynamic Pricing.- The Conundrum of Price Cut.- Behind the Scenes of Price Elasticity.- Profit Phobia.- iPricing.- The Milky Solution to a Luxury Problem.- The Coffee Revolution.- The Woes of MUJI.- Why Do We Want Price Inceases.- The Moral of Pricing.- Price in Pieces.- The Pricing Stories Continue.

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Book SynopsisIn H2H Marketing the authors focus on redefining the role of marketing by reorienting the mindset of decision-makers and integrating the concepts of Design Thinking, Service-Dominant Logic and Digitalization. It’s not just technological advances that have made it necessary to revisit the way everybody thinks about marketing; customers and marketers as human decision-makers are changing, too. Therefore, having the right mindset, the right management approach and highly dynamic implementation processes is key to creating innovative and meaningful value propositions for all stakeholders. This book is essential reading for the following groups: Executives who want to bring new meaning to their lives and organizations Managers who need inspirations and evidence for their daily work in order to handle the change management needed in response to the driving forces of technology, society and ecology Professors, trainers and coaches who want to apply the latest marketing principles Students and trainees who want to prepare for the future Customers of any kind who need to distinguish between leading companies Employees of suppliers and partners who want to help their firms stand out. The authors review the status quo of marketing and outline its evolution to the new H2H Marketing. In turn, they demonstrate the new marketing paradigm with the H2H Marketing Model, which incorporates Design Thinking, Service-Dominant Logic and the latest innovations in Digitalization. With the new H2H Mindset, Trust and Brand Management and the evolution of the operative Marketing Mix to the updated, dynamic and iterative H2H Process, they offer a way for marketing to find meaning in a troubled world. Table of Contents1. The Current State of Marketing.- 2. The New Paradigm: H2H Marketing.- 3. H2H Mindset: The Basis.- 4. H2H Management: Putting Trust and Brand in Focus.- 5. Rethinking Operative Marketing: The H2H Process.- 6. Finding Meaning in a Troubled World.

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Book SynopsisThis textbook explores the fundamental principles of marketing applied to tourism and hospitality businesses, placing special emphasis on SMEs in the international tourism industry. It includes examples from a wide range of destinations, from emerging markets to high-income countries. Taking a comprehensive approach, the book covers the whole spectrum of tourism and hospitality marketing including destination marketing, marketing research, consumer behaviour, and digital and social media marketing. Practical in focus, it gives students the tools, techniques, and underlying theory required to design and implement successful tourism marketing plans. Chapters contain in-depth case studies, including companies like Marine Dynamics Shark Tours (South Africa), Reality Tours & Travel (Mumbai, India), and Makeover Tours (Turkey). Thematic case studies include ‘Halal Tourism in Southeast Asia’, and ‘Marketing and Branding Rwanda’. These illustrate key concepts and theory, with definitions, key summaries, and discussion questions providing further insights. This textbook is ideal for undergraduate and postgraduate students looking for a comprehensive text with a practical orientation. Table of ContentsI Understanding Marketing in the Tourism and Hospitality Industry 1 Tourism and Hospitality Marketing Principles 2 Characteristics of Tourism and Hospitality Marketing II Understanding the Tourism and Hospitality Market 3 Tourism and Hospitality Consumer Behaviour 4 Tourism and Hospitality Marketing Research III Designing the Tourism and Hospitality Marketing Strategy 5 Tourism and Hospitality Marketing Planning 6 The Tourism and Hospitality Marketing Environment 7 Market Segmentation, Targeting, and Positioning IV Implementing the Tourism and Hospitality Marketing Mix 8 Tourism and Hospitality Products, Branding, and Pricing 9 Tourism Distribution 10 Promoting and Advertising Tourism and Hospitality Products 11 Designing the Tourism and Hospitality Promotions Mix 12 Digital Marketing in Tourism and Hospitality V Understanding Tourism and Hospitality Marketing Issues 13 Quality Service Experiences Through Internal and Relationship Marketing 14 Marketing Tourism Destinations

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Book SynopsisThese conference proceedings are the output of one of the first academic events of its nature happening globally, targeting fashion from a communication sciences perspective, including, in a broad sense, cultural heritage studies and marketing. The chapters present theoretical and empirical interdisciplinary work on how various communication practices impact the fashion industry and on societal fashion-related practices and values. The special focus of this volume is how digital transformation is changing the field and its utility to practitioners. Using these academic insights, practitioners can understand the core causes and reasons for trends and developments in the field of fashion communication and marketing.Table of ContentsPart I: Digitalization in Fashion.- Omni-channel Retailing in the Fashion Industry: Its Definition and Implementation.- Digital Fashion Competences: A Longitudinal Study.- Touch in Text. The Communication of Tactility in Fashion E-Commerce Garment Descriptions.- Symbolic “Entrance” Effects of IoT: Portable Cosmetics Commerce behind the Deep-Link of web.3.0—A Case Study of Social Media Platform Store.- Understanding the Internal and External Drivers and Barriers for Digital Servitization in the European Textile Manufacturing Industry.- Mediatization: Understanding the Rise of Fashion Exhibitions.- Part II: Fashion Communication Strategies.- Fashion Statements. Fashion Communication as an Expression of Artistic, Political, and Social Manifesto between Physical and Digital.- Virgil Abloh’s Contemporary Discourse: An Academic Approach to His Communication Strategies.- Advertising Format Evolution in Fashion Brands’ Communication: Contagious Case Study 2010–2020.- Millennials and Fashion: Branding and Positioning through Digital Interactions.- Digital Fashion Exhibition: Salvatore Ferragamo Museum and Google Arts & Culture.- Harper’s Bazaar en Español (1967): The Failed Attempt to Start a Spanish Edition of Harper’s Bazaar in the 1960s.- Part III: Communicating Sustainability.- Adolfo Domínguez: The Role of Sustainability on the Social Media Engagement in 2020.- Label Conscious: Communicating Verifiable Sustainable Impact by Labelling Garments with Smart Technology.- Building a Prosocial Communication Model in the Fashion Sector, Based on Sustainability and Artificial Intelligence, Derived from COVID-19.- Dressed in Words: Crafting Slow and Fast Fashion Hashtags.- 100 Years of Fashion Activism: From the Women’s Suffrage Movement to the US 2020 Elections.- Rallying Hashtags as a Tool for Societal Change in Fashion.- Intercultural Crisis Communication on Social Media: A Case from Fashion.- Intangible Heritage: The Change of Significance of Hungarian Embroidery over Time.- Part IV: Fashion Storytelling.- Grunig’s Two-Way Model in the Fashion Films of Chanel N̊ 5: The Film and the One that I Want.- The Revival of Heritage Fashion Houses: Brand Identity in the Digital Era.- Luxury Fashion Storytelling: Branding Performance on Instagram.- Fashion Stories in Rome: Place-Making Narratives Within Fashion Branded City Guides.

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Book SynopsisLiterature on green marketing continues to gain traction in the sustainability discourse, focusing on core subject areas such as green product development, green marketing strategy and green advertising. Achieving green marketing success encompasses influencing, orientating, and communicating green offerings of an organisation to the consumers. Emerging markets particularly provide unique opportunities for green product innovations to thrive due to their rapid industrialisation and economic growth; hence the value proposition of organisations must be rightly communicated to the consumers. The book is part of a multi-volume work that highlights the goals of green marketing, such as influencing consumers’ green adoption, behaviour, and attitude towards sustainability practices. This book provides insights to researchers, students and practitioners interested in marketing and sustainability initiatives in the context of emerging markets. It is also recommended for marketing managers and brand consultants who desire an in-depth understanding of how to communicate their organisation’s green offerings while positioning the organisation as a green brand to influence consumers’ green purchasing behaviours.Table of ContentsSection 1: Green Communications and PositioningChapter 1: Green Integrated Marketing Communications in Africa by Dr Kojo Kakra Twum and Dr Andrews Agya YalleChapter 2: Green Integrated Marketing Communications: An Asian-African Comparative Study by Dr Genevieve Bosah.Chapter 3: Environmentalist Political Communication: Nation-branding and Political Socialization Through Environmentalism by Prof. Ahmet İlkay CeyhanChapter 4: Green Positioning Strategies by Dr Abdul-Hamid.Section 2: Green WashingCHAPTER 5: Green Positioning: A Focus on South and India by Dr Meenakshi GujralChapter 6: Greenwashing by Dr Gül KanerChapter 7: A Critical Approach to Corporate Greenwashing Activities Under the Roof of Corporate Social Responsibility by Dr Banu BertanChapter 8: Green Washing, Green Knowledge and Green Communications: Exploring the Links by Dr Hilda DondoloSection 3: Managing Green Branding Marketing:: Traditional, Digital and Service PerspectivesCHAPTER 9: Green Branding by Dr Derya YalçınChapter 10: Green Marketing in the Online environment by Dr Moses Moshe VhukeyaChapter 11: Green Service Innovation and Servitization by Dr Ufuk GürChapter 12: Opportunities and Challenges in Green Marketing by Dr Daniel Ofori

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Book SynopsisFrom data collection to evaluation and visualization of prediction results, this book provides a comprehensive overview of the process of predicting demand for retailers. Each step is illustrated with the relevant code and implementation details to demystify how historical data can be leveraged to predict future demand. The tools and methods presented can be applied to most retail settings, both online and brick-and-mortar, such as fashion, electronics, groceries, and furniture. This book is intended to help students in business analytics and data scientists better master how to leverage data for predicting demand in retail applications. It can also be used as a guide for supply chain practitioners who are interested in predicting demand. It enables readers to understand how to leverage data to predict future demand, how to clean and pre-process the data to make it suitable for predictive analytics, what the common caveats are in terms of implementation and how to assess prediction accuracy.Table of Contents1. Introduction.- 2. Data Pre-Processing and Modeling Factors.- 3. Common Demand Prediction Methods.- 4. Tree-Based Methods.- 5. Clustering Techniques.- 6. Evaluation and Visualization.- 7. More Advanced Methods.- 8. Conclusion and Advanced Topics.

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Book SynopsisIn the fast-moving consumer goods industry (FMCG), collaboration is often cited as the logical way for suppliers and retailers to create value. Yet, suppliers' experience has shown that doesn’t always happen, due in large part to the power of the retailer and a focus on the short term. In the last thirty years the industry has seen rapid change, with the growth of discounters, online shopping and consolidation of retailers. These changes have brought more opportunities to the industry but also more complexity, challenges and costs to manage for both sides. It’s no secret that retailers have sought to leverage their increasing power with suppliers with never ending discussions of cost reduction, while suppliers attempt to engage them with discussions for longer term growth. This results in tension, with the retailer interested in short term activity and the supplier interested in supporting medium term growth. How can these two parties work together to deliver value to the consumer and shopper and ultimately, support the industry? This book presents first-hand research on how to navigate through these challenges. It identifies new and relevant tools and techniques to develop better, and more valuable collaboration between retailers and suppliers in today’s challenging markets. In this notoriously secretive industry, the full value and opportunities of collaboration between retailer and supplier has yet to be fully accomplished. Traditional ways of working need to change if the industry has a chance of succeeding into the 21st century. With case studies, examples and practical frameworks, this book a brings a focus onto the industry, whilst at the same time providing implementable ideas, suggestions and solutions to improve value creation in this business-to-business context.Table of ContentsChapter 1: Introduction-why do we need to look again at collaboration?.- Chapter 2: The FMCG Market-Where we’ve come from, where we are now, and the problem we face.- Chapter 3: The Theory, and How it Applies to the FMCG Industry.- Chapter 4: Collaboration in Action; Four Case Studies.- Chapter 5: Collaboration Under the Microscope—A Cross-Case Analysis.- Chapter 6: The New Model of Collaboration.- Chapter 7: Summary and Conclusions—Making the Move Toward Real Collaboration.

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Book SynopsisA brief review of bibliometric analysis use in marketing studies.- Geographic information system in hospitality: Spatial clustering of hotels based on marketing variables.- Analyzing the relationship between healthcare quality and patient satisfaction in the case of Spain. Some panel data evidence.- Sustainability in Marketing Education. Students attitudes at Iberian Universities.- Sustainability Teaching in Marketing: An Importance Performance Analysis in Higher Education Institutions.- Game-Based Learning through the Use of Artwork Images: Influence on the Perception of a Product.- Unveiling the Collaborative Dynamics of Clusters in En-hancing Cooperation for Green Marketing Initiatives: A Conceptual Model.- Nurturing Sustainability in Agricultural Firms: The Role of Relational Marketing with Stakeholders and the Moderating Influence of Firms Attitudes Towards Sustainability.- Why do we play golf? An exploratory research.- Use of online shop chatbots: How trust in seller moderates brand preference and purchase intention.

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Book Synopsis1. Introduction.- 2. Framing the scope of the research. Definitions and boundaries of the sharing economy.- 3. To share or not to share? Approaching the sharing economy.- 4. Happily ever after' The post-purchase behaviour of sharing economy consumers.

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