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Customers in business-to-business markets are sellers of goods and services on their own. Thus, business-to-business suppliers may exert an influence on their customers’ buying decisions when performing marketing activities toward the customers of the customers by employing the concept of “multistage marketing”. Multi-stage marketing involves all sales-related measures which are aimed at the subsequent market stages (“customers of the customer”) which follow one or several primary customers in order to influence the buying behavior of these primary customers. Although the positive impacts of such activities are known, business-to-business companies often exclude the customers further along in the downstream supply chain from their marketing plans. But in a business-to-business context, the demand is always derived from buying decisions made further down the supply chain. The primary customers buy products or services because they want to use them – directly or indirectly – for either the production or the sale of other goods and services. Hence, derived demand, which can be traced to the end-user's primary demand, can be seen as the basis of multistage marketing.

The most common form of multistage marketing is ingredient (co-)branding, which occurs when a marketer providing an ingredient or component to an OEM advertises the ingredient to the customer of the assembled product. In addition to ingredient branding, this chapter identifies several other forms of multistage marketing and examines the underlying dimensions and processes of the phenomenon. The design of a marketing strategy using the concept of multistage marketing and its preconditions are discussed on a theoretical basis and are illustrated through concrete examples. The chapter provides a number of best practice examples in order to elucidate the issues concerning multistage marketing and its application in a company's marketing strategy serving business-to-business markets.

The sustainable performance of hotels which constitute a major part of the tourism industry, gains increasing importance day by day. Sustainability has become mandatory not only for the tourism industry but also for all industries producing goods and services. Reducing the negative impact of development on the environment and environmental innovation which aims to benefit from natural resources and energy effectively and consciously helps hotels to be sustainable. The tourism industry has a complex structure and exists as being intertwined with other branches of science. Tourism, which is a multidisciplinary industry, is nourished by other branches of science as well as supplies other fields of science by providing working space. Some new solutions that are put forward by materials science and engineering take place in the tourism industry as new innovations. Owing to this interaction, the workload of the personnel working in hotels is reduced and the enterprises save material and energy. At the same time, the customers who benefit from the services of the hotels consume the services in more comfortable and safer environments.

Ceramic materials are generally used in toilet and bathroom parts of hotels. However, ceramics are observed to be used in lobbies, cafes, restaurants, pools, facades, and similar areas in addition to toilets and baths in hotels. The aim of this study is to identify new ceramic solutions that affect and contribute to the sustainability of the hotels which is a major sector under the roof of the tourism industry and to contribute the literature. In order to actualize this aim, the document analysis method which is one of qualitative research methods was used and the literature search was carried out to identify new ceramic solutions. The result of study includes moisture control tiles with the ability to keep the humidity at normal standards in terms of human health and that can be used in hotels, facade systems that clean themselves and the polluted air, thermal coating systems for heat insulation, antibacterial materials that provide hygiene, and dirt repelling products. Also, it is seen that there are new ceramic solutions such as costless night lighting and security strips as well as materials with a phosphorescence property for aesthetical purposes and also, tiles with heat control which offer different possibilities aesthetically. It is observed that the different benefits obtained from each of identified new ceramic solutions ease off the workload of personnel working in the hotels, enable material and energy saving in hotels and at the same time, provide an accommodation in a more comfortable and safer environment for customers. In addition to this, the use of high-technology ceramics and nanomaterials in the field of tourism creates places where technology and aesthetics combine.

Dark Souls heralded a shift from the dichotomy of survival horror, and instead, thrust the player into a world where narrative was everywhere (if only you dared to look). This chapter explores the reimagination of Gothic narrative and narrative engagement in the cryptic and fragmented nested narratives of the iconic FromSoftware, Inc. series. In doing so, this chapter highlights the emergence of a hybrid ludo-narrative form within the Gothic genre, and examines the ways in which the series presents said narratives to the player as it shifts the onus of narrative engagement from the storyteller to the one now living the experience. The chapter explores video-ludic interpretations of death, play, and experientiality through the lens of video game studies, and posits the value of the series as a defining moment in the Japanese action role-playing game genre.

This chapter offers an overview of the applications of artificial intelligence (AI) in the textile industry and in particular, the textile colouration and finishing industry. The advent of new technologies such as AI and the Internet of Things (IoT) has changed many businesses and one area AI is seeing growth in is the textile industry. It is estimated that the AI software market shall reach a new high of over US$60 billion by 2022, and the largest increase is projected to be in the area of machine learning (ML). This is the area of AI where machines process and analyse vast amount of data they collect to perform tasks and processes. In the textile manufacturing industry, AI is applied to various areas such as colour matching, colour recipe formulation, pattern recognition, garment manufacture, process optimisation, quality control and supply chain management for enhanced productivity, product quality and competitiveness, reduced environmental impact and overall improved customer experience. The importance and success of AI is set to grow as ML algorithms become more sophisticated and smarter, and computing power increases.

Globalization of the media communications progressed rapidly during the twentieth century thanks to innumerable innovation within information technologies particularly communications satellites, digitalization and advances in computer technology. Today we can utilize new communication systems that allow a worldwide distribution of messages from one place to another. In the middle of the global development of mass media we can find many children and young people. With their engaging, interactive properties, the new digital media are suggested to have more impact on how children grow and learn, what they value, and ultimately who they become than any other medium that has come before (Montgomery, 2002). New media technology influences the life and culture of young people. What is the nature of the content in it and whose values and judgments does it represent is a fatal question for educational researchers today.

This chapter investigates a new human-centric perspective oriented to consider society as a whole, by following a systemic vision, where social well-being is important: Industry 5.0. The analysis is based on the great advantages for the ecosystem, going beyond the custom of affirming technological development and managerial views, favoring the dialog between the actors of the system, the adaptation of technologies to the context in which one operates, choosing the most appropriate business strategies, sustaining smart, sustainable and inclusive solutions in the innovation process. In this sense, big data, internet of things, augmented realities, or robotics are all technologies to increase productivity and improve working conditions but, at the same time, they have to improve social life. To overcome the main related challenges and support the transition, new insights to design innovative strategies urge. Our research aims to explore the scientific literature about Industry 5.0 and its development in the European Union. We carried out a systematic review and a bibliometric analysis of the scientific production through the Web of Science (WoS) and SCOPUS databases. In addition, our study analyzes how the proposed topic has evolved over time by collecting contributions from different countries and authors. We adopted an innovative tool that goes beyond the traditional statistical methods generally used in bibliometric research, and it allowed us to obtain more advanced results. Our software permitted us to join the findings of two databases simultaneously, such as WoS and SCOPUS, to generate a bibliometric analysis and identify new paradigm trends.