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The shift in consumer focus towards green marketing mix elements is not a unique thing. Especially in recent times, most organizations are trying to implement green marketing strategies in order to influence customers as well as to reduce the negative impacts of environmental footprints. However, in recent times service marketing requires thorough implementation of a Green Marketing Mix as evidenced by Asian countries. However, research also claims that the use of a traditional green marketing mix is not a guarantee of success in the long run and therefore has been criticized by several researchers and scholars. Hence, there is a need to follow the Green-SIVA (Solution, Information, Access, and Value) concept in order to create a long-lasting impact on consumer buying and to discuss the application of tools in a more comprehensive manner. Although the linkage of Green-SIVA marketing might provide a new way to develop an effective marketing mix strategy for services. Hence, this chapter has been written purposely to discuss GMM elements with reference to the service industry of Pakistan and tries to develop an association with green-SIVA marketing practices in order to optimize service marketing practices.

Marketing concept is being widely used in all disciplines including library and Information Science domain for disseminating the services, resources and products to the target audiences. Thus, this study aims to define the marketing concept and how libraries can do marketing of their services, resources and products using marketing techniques and tools, such as 7Ps of the marketing mix. This study further pointed out the important internet resources available freely on the marketing of library services on the Internet which can be used by library and Information Science professionals with regard to getting the ideas how to market the library services and resources to the targeted users.

This chapter integrates research that highlights and demonstrates the importance of the marketing mix and customer attitudinal metrics in influencing the customer’s path to purchase. A key objective of this chapter is the provision of an integrative conceptual framework that links marketing actions to customer mindset metrics along the consumer’s path to purchase and the identification of the mechanisms by which customer mindset metrics contribute to consumer purchase journey. Specifically, it delineates two routes for the effects to manifest on sales: the “mindset route” where marketing actions influence customer mindset metrics, which in turn influence brand performance, or the “transactions route” where marketing actions influence market performance directly without influencing the intermediate mindset metrics. A second objective is to identify empirical patterns on incorporating marketing mix and mindset metrics along the path to purchase by reviewing key papers in this domain. Finally, the chapter concludes with the formulation of a rich, forward-looking research agenda on the customer mindset metrics – path to purchase link.

This chapter’s aim is to present the key elements of marketing of tourism services and experiences by taking the perspective of a new tourism entrepreneur. The chapter’s focus is on better understanding and efficient implementation of marketing principles.

This chapter was built on literature review of marketing of tourism services at business level. A practical approach has been adopted and implemented in illustrating the variables of marketing mix.

This chapter highlights the fact that in order to be successful in the field of marketing, tourism entrepreneurs should consider and implement all elements of marketing mix as an integral and comprehensive set; all marketing variables are interlinked and interrelated.

This chapter is explorative in nature, based on a literature review. It takes more entrepreneurial/practical than academic approach.

A marketing plan for tourism services/experiences constitutes a chain of strong bonds that guide the tourism business forward in making the chain stronger and more efficient. When an entrepreneur/manager is considering adding a new feature or changing existing elements, he/she has to consider the whole picture of the actions and the resulting outputs.

This chapter discusses an extended marketing model; the model of 10 Ps – Product, Place, Pricing, Promotion, Partners, Presentation, People, Process, Physical evidence and Passion under two stages, before and during the experience consumption/encounter.

Finding an efficient way for enhancing brand reputation by using social media among customers and business partners has long been the main purpose of every business. However, due to micro and macro changes in the business field, strategies to find a way to improve brand reputation with business partners and customers have altered from transaction marketing to newer approaches such as employing a social media platform. However, not all brands make use of social media to enhance their reputation. The present study uses Apple as an example of the one of the best known brands which does not benefit from social media platforms as to the degree expected.

Marketing has changed rapidly over the last four decades. Not a core discipline itself, its applications have become more complicated, more dynamic and more customised than ever before. Achieving differentiation in product is as difficult as reaching an aurora. Instead, marketers use communication tools to draw attention and increase awareness. But in the era of artificial intelligence, number of communication channels, competitors and lack of patience to read or listen to branded messages are not helping to reach targets. To keep the brands’ images clear and memorable, marketers need to create powerful content to deliver through any touchpoints. And that means INTEGRATION: ‘coordinating the company’s many communication channels to deliver a clear, consistent and compelling message about the organisation and its products’.

The dynamics of marketing communication mix can vary in different geographies. Being a developing country makes Turkey a fast mover but unstable. Although coping with these dynamics is not easy, it could be learnt. This chapter aims to help the reader find some useful information about Integrated Marketing Communication applications in the Turkish market.