This paper explores data-driven marketing, its benefits, and challenges to provide insights
and a framework for business leaders and marketers to leverage in their marketing efforts …

Tourism marketing is significant to the national economy and industry growth and has been
a hot research field. However, current studies usually analyze this field from specific aspects …

Drawing on the cognitive micro-foundations of institutional theory, attention-based view,
stakeholder salience framework, and threat-rigidity hypothesis, this study fills key gaps in our …

Extant tourism research has used various portfolio model types to determine optimal tourist
market mixes which simultaneously maximize total tourist expenditure and minimise the …

To counter the escalating threat of direct conflict with rogue nations, the use of sanctions
packages has become a preferred tactical response. However, although targeted, there are …

The current paper proposes analytical solution of the problem of optimal allocation of
resources in the game of two parties, based on the production function of Cobb-Douglas …

Existing research on optimising marketing resource allocation focuses mainly on the
customer rather than the retailer level. However, retailers play an important role in marketing …

The study contributes to the current debate on regional DMOs, namely the validity of their
operating models and their effectiveness. Several features of DMOs' functioning were …

Data-driven marketing has emerged as a transformative force in modern marketing,
leveraging insights from data analysis to inform strategic decision-making. This chapter …

In a recent insightful column in the Financial Times, John Plender examined the historical
context of global trade, noting that global trade has been largely viewed as the preeminent …