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This study aims to assess the effectiveness of online e-resource marketing tools used by university libraries to market e-resources. The specific objectives of this study were to uncover the e-resources that are showcased by university libraries, find out instructions posted by libraries to facilitate access and utilization of e-resources, examine marketing tools used, examine how current and relevant marketing messages and test the functionality of the marketing tools used.

An exploratory research design was used to assess the effectiveness of e-resources marketing tools. The study population included all public university libraries in Tanzania. The sample was purposively selected to include all publicly funded libraries as they work under similar management environments. Data collection involved the evaluation of online marketing tools using a matrix checklist.

It was revealed that most university libraries use websites for showcasing e-resources. The commonly used social media for marketing e-resources is Facebook followed by Instagram while Twitter and Ask a Librarian are the least used. The results further show that only a few universities provide instructions on how to access and use e-resources. The findings indicate that universities had active communication platforms for marketing e-resources. Furthermore, less than 50% of marketing messages are active and current. It is recommended that marketing e-resources should be integrated into the library’s plans and strategies and this should be informed by library policies.

Given that, this study involved Tanzanian public university libraries, it is possible that the findings do not represent the same situation in all academic university libraries in the nation.

This study assesses the effectiveness of online tools used to market e-resources in university libraries in Tanzania. It reveals the e-resources that are showcased online, the instructions provided on how to access the e-resources and the functionality of the marketing tools. Unlike the previous research, which primarily focused on evaluating the Web-based tools in university and college libraries, this study focused on public libraries in the country. The results will not only contribute to the theoretical and practical understanding of the functionality of the marketing tools but also provide actionable insights to decision-makers in libraries in marketing their e-resources.

The primary objective of this research is to identify and analyze the influence of digital marketing practises on performance of business of manufacturing enterprises in Delhi-NCR. A quantitative and descriptive research design was implemented in this study. 368 participants from various enterprises were chosen. Questionnaires were used to collect data on the benefits and challenges which are perceived of digital marketing, as well as usage and business performance of these enterprises. SPSS v24.0 is utilized to carry out statistical analysis on the collected data. The study discovered that advantages and problems of digital marketing practices influenced the usage of digital marketing. Furthermore, the execution of digital marketing had a prominent influence on sales and total number of customers of these enterprises, and this relationship was moderated by type and size of businesses. It was discovered that using digital marketing strategies increased business profits by raising digital marketing awareness among consumers and various industries. It made digital marketing easier to implement in various businesses. However, research should be conducted for appropriate generalization in a larger scale.

Since its inception, ChatGPT has been disruptively transforming how businesses operate along the whole value chain. The service sector is no exception from these technological advances. Given its potential and significance, five major areas whereby ChatGPT has great potential in services management are identified and discussed in terms of opportunities, challenges and research agendas: service marketing, customer experience, digital services, cost-effective service excellence, and ethical and corporate digital responsibility.

By adopting an expert-oriented perspective approach, the study leverages the expertise of 11 knowledgeable contributors from the fields of service and information systems to foresee the implications of ChatGPT in services. The article comprehensively examines the current body of literature and practices in ChatGPT and services and proposes a forward-thinking research agenda for service scholars and practitioners.

The contributors recognize that ChatGPT has the potential to transform service offerings significantly, enrich customer experiences, optimize service costs, and contribute to societal advantages through improved digital services. However, they also acknowledge the disruption ChatGPT may cause to traditional service practices, including the potential loss of human touch in services, challenges to privacy and security, and the potential negative outcomes affecting service consumers and employees in terms of inequality, biases, and misuse of ChatGPT.

This article introduces a groundbreaking investigation into the use of ChatGPT in services management. The originality is demonstrated by examining the potential and obstacles to applying ChatGPT in different service domains. In addition, this research serves as a guiding light for subsequent studies by suggesting an in-depth research agenda, including understanding the design and optimization of ChatGPT in the customer service journey, the role of ChatGPT in assisting service organizations to promote responsible services, and implications of ChatGPT on service stakeholders.

The digital marketing landscape is rapidly evolving, but the integration of visual content still heavily depends on human expertise. Driven by the quest for innovative marketing strategies that resonate with family-oriented consumers, this study seeks to bridge this gap by applying machine learning to analyze visual content in the maternity and baby care product sector.

This study incorporates a range of machine learning techniques – including open science framework feature detection, panoptic segmentation, customized instance segmentation, and face detection calculation methods – to analyze and predict the appeal of images, thereby enhancing user engagement and parent-child intimacy.

The exploration of various ML models, such as DT, LightGBM, RIPPER algorithm, and CNNs, has offered a comparative analysis that addresses a methodological gap in the existing literature, which frequently depends on isolated model evaluations. According to our quadrant analysis with respect to engagement rate and parent-child intimacy, the selection of a model for real-world applications depends on balancing performance and interpretability.

The proposed system offers a series of actionable recommendations designed to enhance customer engagement and foster brand loyalty. This study contributes to image design in maternity and baby care marketing and provides analytical insights for recommendation systems.

With the continued rise of digital marketing, the opportunity for the hospitality industry to re-imagine and re-design processes and systems to create a seamless customer journey has never been bigger.

In this chapter, the authors look at how customer experience drives innovation and how our changing values, precipitated by social, economic and behavioural flux, mean that hospitality and tourism brands are creating new systems and processes.

The COVID-19 pandemic saw an influx of technology solutions that offered the service industry a multitude of platforms to capture the public's attention to drive both profit and guest experience. The authors have found that the pandemic accelerated trends, and customers have now become increasingly accustomed to instantaneous service. This chapter explores how technology has been leveraged to meet this behaviour and the guest expectations associated with it.

The authors have interviewed four hospitality leaders from various sectors of the hospitality industry to help identify and analyse customer and employee trends. These leaders included: Florence Alloing – Group General Manager at Georgian House in London; David Gardner – Managing Partner at 80 Days; Rob Flinter – General Manager of Park Plaza Waterloo in London and Andrea Shaw – Director at FM Recruitment. Each interviewee was presented with a questionnaire to explore their experiences regarding customer experience, guest expectations, technological advancement, recruitment and organisational values. The authors used a thematic method to identify trends and have presented these findings to support the article. All quotes from these interviews will be referenced (Donald & Donald, 2023).

Indian Ocean region (IOR) is a coveted maritime space in the international arena because of its unique positioning and importance. The third largest water body on the planet Earth holds great economic significance and sustains the livelihood of its people. While the blue economy (BE) approach gains momentum worldwide, following this for the responsible consumption of ocean resources, India too pursues and has developed a draft policy on the BE. Maritime and coastal tourism is one of the prime areas contributing to this framework of BE. This study will explore the advances in BE prospects of Indian Tourism and highlight the elements of branding a BE Destination in the region. India being a key player and an emerging economy, situated at a transitional maritime position is strategic in nature. India as a country is a strong contestant for the title of tourism hotspot but with its highly regarded destinations, it surprisingly attracts fewer tourists. The paper examines secondary sources of data and attempts to review the untapped potential of the brand India in this vast maritime space. There is enough literature available on destination branding but this paper stands out with its unique and innovative approach that combines economic aspects with maritime sustainability and surely add value to this field of knowledge. This chapter presents the recommendations for BE-led repositioning of India tourism in the IOR. To achieve higher productivity and sustainability, a socioeconomic transformational shift is required in the segments of the tourism sector.

Research on online user privacy shows that empirical evidence on how privacy literacy relates to users' information privacy empowerment is missing. To fill this gap, this paper investigated the respective influence of two primary dimensions of online privacy literacy – namely declarative and procedural knowledge – on online users' information privacy empowerment.

An empirical analysis is conducted using a dataset collected in Europe. This survey was conducted in 2019 among 27,524 representative respondents of the European population.

The main results show that users' procedural knowledge is positively linked to users' privacy empowerment. The relationship between users' declarative knowledge and users' privacy empowerment is partially supported. While greater awareness about firms and organizations practices in terms of data collections and further uses conditions was found to be significantly associated with increased users' privacy empowerment, unpredictably, results revealed that the awareness about the GDPR and user’s privacy empowerment are negatively associated. The empirical findings reveal also that greater online privacy literacy is associated with heightened users' information privacy empowerment.

While few advanced studies made systematic efforts to measure changes occurred on websites since the GDPR enforcement, it remains unclear, however, how individuals perceive, understand and apply the GDPR rights/guarantees and their likelihood to strengthen users' information privacy control. Therefore, this paper contributes empirically to understanding how online users' privacy literacy shaped by both users' declarative and procedural knowledge is likely to affect users' information privacy empowerment. The study empirically investigates the effectiveness of the GDPR in raising users' information privacy empowerment from user-based perspective. Results stress the importance of greater transparency of data tracking and processing decisions made by online businesses and services to strengthen users' control over information privacy. Study findings also put emphasis on the crucial need for more educational efforts to raise users' awareness about the GDPR rights/guarantees related to data protection. Empirical findings also show that users who are more likely to adopt self-protective approaches to reinforce personal data privacy are more likely to perceive greater control over personal data. A broad implication of this finding for practitioners and E-businesses stresses the need for empowering users with adequate privacy protection tools to ensure more confidential transactions.

This study aims to investigate the role of marketing agencies in aligning brand purpose with the Sustainable Development Goals (SDGs) in the post-pandemic era. This study explores whether and how marketing agencies delineate and execute brand purpose in a way that supports sustainable consumption and marketing models.

Data were gathered from semi-structured interviews with 35 senior managers at UK-based marketing agencies. The interviews were recorded, transcribed and analysed using NVivo software for inductive coding.

The study reveals that brand purpose in the post-pandemic era is increasingly aligned with the SDGs. Marketing agencies play a pivotal role in this alignment, as they not only help to delineate and execute the brand purpose but also do so in a way that amplifies perceived authenticity in the eyes of the brand stakeholders.

This research underscores the significance of marketing agencies in delineating and executing brand purpose that aligns with the SDGs. It enriches the literature by illustrating how agency expertise contributes to the evolution of brand purpose, guiding businesses towards responsible marketing practices and consumption patterns that support a sustainable future.

This study aims to examine process improvement strategy (PIS) (proxied by remote work, workforce training, and technological innovation), and employee productivity amid the COVID-19 pandemic among bank employees.

The study employed cross-sectional and descriptive design by applying multistage sampling techniques using convenience sampling to select the study organization and stratified and simple random sampling to select 900 respondents for the study. Data were collected by using validated measures of the study variables designed into a questionnaire. Pearson’s correlation and simple regression analysis were employed to establish relationships and causal effects among variables respectively.

Results showed significant relationships between the PIS (work-from-home, workplace training, and technological innovation) and the outcome variable (employee productivity); and predictive capabilities between the PIS and the outcome variables (employee productivity). The study revealed that remote work accounted for the highest variability (R2 = 0.775) in employee productivity, followed by workplace training (R2 = 0.499), and finally investment in technological innovation (R2 = 0.486)] and as such PIS fosters employee productivity and may, therefore, be applied when faced with a similar pandemic in the future.

The study was recognized for its significance in examining how PIS supports enhancing employee productivity in banks and, by extension, other organizations during a pandemic. The research has proven to be crucial in providing insights into bank management in emerging economies and other organizations worldwide that have previously gone unnoticed during a pandemic. It has aided in the extension of existing literature on PIS and employee productivity by carefully developing a framework, thus covering practical knowledge gaps.

At the end of the case study exercise, students will be able to evaluate a company’s competitive standing and formulate business growth strategies based on internal and external environment analysis, develop business strategies for a company to strategise product offerings and recommend promotional strategies for a company to best market new product offerings.

This case study is about the Central Production Unit (CPU), a wholly owned subsidiary of Sirah Heritage Holdings Sdn. Bhd. (owner of the popular restaurant brand “Tuuu […] Dia Pak Tam”), which was initially set up to standardise production for the whole company. However, ever since the subsidiary was set up, the management realised a few pertinent issues that needed their attention. Firstly, the CPU was underutilised even with the large number of Tuuu […] Dia Pak Tam restaurants across Peninsular Malaysia. Furthermore, the CPU was also tasked to introduce new products and services that could attract consumers and increase the visibility of their restaurants, but the company had no idea how to promote its new products. This study aims to look at the issues faced by the CPU by applying analytical tools such as SWOT analysis, Ansoff matrix and promotion mix.

This case study is designed for undergraduate and postgraduate students who are taking courses such as strategic management, marketing management and business development. This case study can also be used by training departments, corporate trainers and other relevant managers to improve growth strategies using business theories.

Teaching notes are available for educators only.

CSS 8: Marketing