Contemporary Marketing Solutions Strategies for Growth in a Competitive Consumer Landscape

The function of marketing is regarded as a mechanism that provides practical and theoretical solutions to contemporary businesses worldwide. In this edited book, a cast of international contributors address new and emerging areas within marketing, such as sustainable marketing, the circular economy, and how technologies drive and provide marketing solutions. Rather than exploring the issues, this book focuses on the solutions that these emerging areas provide for businesses. An essential resource for researchers and students, this book demonstrates how marketing activities are relevant to contemporary businesses, offering a state-of-the-art look at emerging trends.

Introduction.- Factors Influencing TikTok Cosmetic Page Users Purchase Intention & Purchase Adoption With Special Reference to Generation Z Consumers in the Western Province of Sri Lanka.- Acquiring Trust in the Digital Age The Potential of Social Media to Boost Small and Medium-Sized Businesses Competitiveness.- Crafting a Winning Digital Marketing Strategy for Small and Medium-Sized Enterprises: Evidence from the Batik Industry in Sri Lanka.- When You Wear the Product, How Does It Project You? Assessing the Effectiveness of the Brand Equity Model for the GTP Brand in Ghana.- Understanding Customers Intention in Using Omnichannel: Assessing the Moderating Effect of Gender.- Investigating Consumers Purchase Intention Through the Lens of Extended Theory of Planned Behaviour Omnichannel Retailing Perspective.- Built In: How Entrepreneurs Use Their Personal Brands to Build Cognitive Social Capital to Foster Venture Growth.- What Drives Households to Install Solar as a Solution to Energy Demand A Systematic Review & A Conceptual Model.- Contributing to Environmental Sustainability Through Green Purchasing, Green Capabilities, and Triple Bottom Line Performance.- Products Made from Recycled Materials, Perception in the Fashion Industry and Risks Influence on Purchasing.- Value of Customer Co-Created Engagement in Service Failure and Recovery.

Roshan Panditharathna is an academic professional with a wealth of experience in pedagogy and research in the UK. He currently serves as a Lecturer in Marketing at the Westminster Business School and concurrently holds the position of Director of PhD Studies at the University of Bolton, where his responsibilities encompass the mentorship and oversight of PhD candidates. His research primarily revolves around AI implications in marketing, robotic service quality and value co-creation in the digital age.

Denis Hyams-Ssekasi is a Director of Studies and DBA Programme Leader at the University of Bolton, UK. He has developed and delivered modules in different disciplines to both undergraduate and postgraduate and offers training and consultancy to start-up businesses, especially in developing countries. He is the co-Editor Experiential Learning for Entrepreneurship (Palgrave Macmillan, 2018) and Entrepreneurship and Change (Palgrave Macmillan, 2022).  

David Bamber is Professor of Marketing Research and Director of PhD Studies at the Institute of Management, University of Bolton. He has published over 100 peer reviewed journal articles on the subject. He is an educational psychologist with over 40 years teaching and learning practice under his belt. Previously he has worked with Salford University, Liverpool Hope University, Canterbury Christ Church University, York St John University and many other leading universities in the UK.