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The concept of integrated marketing has been recognized as a key factor in marketing literature. Integrated marketing has changed from being a customer-centric system to a customer-facing process and is the past, present, and future of marketing. This type of marketing helps build brand awareness and equity in order for people to know, trust and ultimately choose your brand over competitors. It ensures that a message is communicated via different platforms according to a specific strategy. Integrated marketing has now become more important than ever before and focusing on the customer and their requirements involve a more integrated view with a big emphasis on digital, traditional and the physical world all working together. If practiced properly, integrated marketing approach is a healthy balance that can yield unlimited results beneficial to the organization’s goals. This approach should be practiced not only for one department but also all departments at hotel companies should be included.With that in mind, hotels have begun applying this notion as part of their everyday outreach. Specifically, marketing methods and strategies will vary from hotel to hotel and some significant factors to analyze and research prior to drafting are: property size, management structure, type of ownership and type of hotel (luxury, business, hi-tech, economy, etc.), area demographics and psychographics, as well as the dynamics of the internal and external environment. The need for studying integrated marketing in the hotel context has been emphasized in this research which revealed that marketing strategies are crucial for hotel companies to raise their brand value and equity. In this respect, it is stressed that strategies can shape a positive hotel brand perception within the customer’s mind.

It is proposed to build a development which illustrates and analyzes the different strategic planning that the main brands of the Hospitality Industry have written to communicate their new strategic direction through their Sustainability and Corporate Responsibility reports. The chapter is developed through a detail of five main brands, but it is based upon a research carried out on 17 hotel chains, in particular: AccorHotels, Best Western Hotels, Boscolo Hotels, Carlson Rezidor Hotel Group, Choice Hotel, Extended Stay America Inc, Four Seasons Hotels and Resorts, Hilton Worldwide, Hyatt Hotels Corporation, InterContinental Hotels Group, Kempinski, La Quinta Inns & Suites, Marriott International, Meliá Hotels International S.A., NH Hotel Group, Vantage Hospitality, Wyndham Worldwide.

The reading of the CRR (Corporate Responsibility Report) has exposed that there is no homogeneity in the structure of the documents contained, both in theoretical and methodological approach: the need for the hotel chains to incorporate the themes of Responsibility and Corporate Sustainability in their business remains. The intention of the research is to offer an overview over the commitments' construction in the CRR of the hotels' chains in order to illustrate whether the corporate strategy of the CRR is lead by choices of strategic repositioning or it is the result of choices of cost rationalization. The development of the chapter focuses on the assessment of the four following points:

1. Development of the green commitments and the Corporate Strategy

2. Factors related to cost advantage

3. Factors related to differentiation advantage

Development of the green commitments and the Corporate Strategy

Factors related to cost advantage

Factors related to differentiation advantage

All the information gathered and analyzed in the research come from official sources found in the Hotel Chains to assess the level of transparency of the performances achieved in relation to the commitments communicated and widespread through the CRR, the CSR reports, the Corporate Annual Report, international projects that integrate the performances and the initiatives that compose and accompany the sustainable and responsible planning that has been used, displayed or downloaded from the corporate website.

This chapter provides an historical perspective on the evolution of educational marketing both as a professional field within the management and leadership of educational organisations and as a research field for academics and practitioners. It weaves together three important strands of analysis:•The evolution of the political, economic and social ideologies which have created the context in which marketisation of education has occurred.•The development of approaches to educational marketing in schools, colleges and universities.•The development of the research arena focused on marketisation and marketing in educational institutions.

The analysis considers the challenges that market-based concepts have brought to the existing hegemonies within both education and academic research, and also the politics and sociology of academic research. This provides a perspective on the challenges of developing a ‘new’ research field as a valid and significant area of study. The chapter concludes that educational marketing has evolved very significantly over the last 30 years, but has a done so in a context of substantial intellectual and sociological challenge. Resistance to its development has at times reflected resistance to the underlying concepts of marketisation rather than a concern that its approaches and findings are not important.

A simple strategic marketing framework is developed based on responsiveness to purposes of travel. It entails identifying purposes of visit associated with a specific destination for potential tourists, shaping tourism development policy decisions based on them, and attracting tourists by directly fulfilling their wishes. Its focus is on what a destination can already offer and is contributory to short- to medium-term tourism development. A structured recognition of purposes of visit is suggested − encompassing 16 categories across four focus areas. To demonstrate the approach, generic strategic action plans are provided for each category. The framework is further applied to Iran, a country associated with a range of attractions as well as certain restrictions.

Understanding the impact of marketing-related investments on market-based assets is a fundamental issue for marketers. In this study we address the relationship between product-related investments and communication-related efforts, with respect to a basic intangible market-based asset: consumer-based dimensions of brand equity. We draw from a longitudinal study of pre-purchase brand attribute data derived from consumer panels, conducted within the context of the U.S. automotive market. Brand equity dimensions are statistically related to marketing investments and contextual factors of “region of origin” and “global brand reach,” employing a seemingly unrelated regression model. The results reveal a positive effect of communication-related investments, as measured by annual advertising expenditures, on all dimensions of brand equity except luxury image. Product-related investments, as indicated by a brand's innovativeness, positively affect brand image but negatively affect perceived economy. Region of origin and global brand reach have mixed effects on the consumer-based dimensions of brand equity.

Purpose: Process innovations are becoming increasingly significant in a changing digital society. The goal of this study is to focus on the service industry, particularly on how this sector has lately been influenced by sustainable development and digitalisation. The main focus will be on education. The cohabitation of three aspects (innovation, digitalisation, and sustainability) is declared as a fact in the competitive landscape.

Methodology: This study uses a multi-case approach emphasising the new system of processes in educational institutions in Canada, Ontario. These case studies are relevant to exceptional results consistently produced by various educational institutions.

Findings: The Waterloo region is known as a digitalisation triangle in Canada. Personal experiences and research findings serve as an example of the value of the global digitalised economy as a partnership principle in the educational and entrepreneurship fields.

Significance: The obtained experience and the attempt to share the knowledge and results of this work and research will be useful in future for other academic environments, cities, and countries.

Practical Implications: Cohesion between the purpose of this study and practice is explained as a need to see educational institutions as an important factor of innovation and economic development. In this case, the author shows how this successful case of Ontario, Canada created a stronger base for competitiveness and economic growth.

Purpose – The purpose of this essay is to explore further the concept of value cocreation from a service-ecosystems view, by considering the importance of networks and the configuration of relationships and resources in markets.

Methodology/approach – We use a conceptual approach to extend a service-dominant (S-D) logic, ecosystems view of value cocreation by drawing on the literature regarding networks in marketing and related research.

Findings – A service-ecosystems approach to cocreating value-in-context is proposed, which points toward networks as mediating factors in value cocreation because they influence the ability to access, adapt, and integrate resources by establishing exchange relationships and shaping the social contexts through which value is experienced.

Research implications – This research suggests that value cocreation is a complex and multidimensional process that is best studied in the context of dynamic networks or ecosystems of service exchange.

Practical implications – This research suggests that networks mediate value cocreation, and thus, firms should consider the configurations of relationships and resources to develop more compelling value propositions.

Social implications – This research draws on the idea that exchange relationships are embedded within society and suggests that processes of value cocreation not only draw on but also contribute to the social contexts that frame market exchange.

Originality/value of essay – This research extends the value cocreation and S-D logic literature by exploring the role of networks in service ecosystems. In this framework, networks are mediators of value cocreation because they enable access to resources and help to (re)shape social contexts through which value is derived.

Tourism is an important part of the Queensland economy, contributing 7.3% to the state’s GDP, and alongside agriculture, resources, and construction, is part of the state’s “four-pillar economy.” Tourism and Events Queensland is the state’s peak tourism organization, a quasi-governmental body with responsibility for destination marketing and management, and more recently, organizing major events including the 2018 Commonwealth Games. This case explores the roles, responsibilities, and governance challenges of Tourism and Events Queensland, providing insights to regional cooperation, destination marketing, and policy and planning.