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View the abstract.
This book covers a very broad range of topics in marketing, communication, and tourism, focusing especially on new perspectives and technologies that promise to influence the future direction of marketing research and practice in a digital and innovational era. Among the areas covered are product and brand management, strategic marketing, B2B marketing and sales management, international marketing, business communication and advertising, digital and social marketing, tourism and hospitality marketing and management, destination branding and cultural management, and event marketing. The book comprises the proceedings of the International Conference on Strategic Innovative Marketing and Tourism (ICSIMAT) 2019, where researchers, academics, and government and industry practitioners from around the world came together to discuss best practices, the latest research, new paradigms, and advances in theory. It will be of interest to a wide audience, including members of the academic community, MSc and PhD students, and marketing and tourism professionals.
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"No matter where you are in the world, you are at home when tea is served." -- Earlene Grey Tea has its very own significance in every consumer’s life. However, above all, tea represents enjoyment, the ritual of preparation and the appreciation of the moment. In this sense, tea creates hospitality and peace, tea brings people together to talk and to make time for each other. Tea needs time, tea spends time. In this pioneering book featuring hospitality embraced by tea culture, you will read of fascinating tea ceremonies, impressive tea china and comfortable tea houses as well as different national and regional tea-related habits in European countries. Nearly 50 contributions provide unique...