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This chapter explores blockchain's five key elements ‒ distribution, encryption, immutability, tokenization, and decentralization. It also examines blockchain's potential to revolutionize today's businesses by looking at the efficiency and transparency blockchain brings to business processes. In addition, the chapter discusses the added benefits of traceability and potentially decreasing long-term costs before reviewing some of the known technical challenges blockchain faces today especially pertaining to commercial and enterprise adoption. Limited block size and low-transaction rates potentially inhibit blockchain's ability to scale to meet the needs of current and future enterprises. The lack of blockchain standards, along with creating multiple blockchains, complicates interoperability between the various blockchain platforms. The chapter concludes by offering potential solutions to blockchain's current technical challenges and how enterprises might adapt blockchain in the future.

The literary world is an elitist enclave, where anti‐marketing rhetoric is regularly encountered. This paper aims to show that the book trade has always been hard‐nosed and commercially driven.

This paper is less a review of the literature, or a theoretical treatise, than a selective revelation of the commercial realities of the book business.

The paper shows that the cultural industries in general and the book business in particular were crucibles of marketing practice long before learned scholars started taking notice. It highlights the importance of luck, perseverance and, not least, marketing nous in the “manufacture” of international bestsellers.

By highlighting humankind's deep‐seated love of narrative – its clear preference for fiction over fact – this paper suggests that marketing scholars should reconsider their preferred mode of research representation. Hard facts are all very well, but they are less palatable than good stories, well told.

The paper makes no claim to originality. It recovers what we already know but appear to have forgotten in our non‐stop pursuit of scientific respectability.

THE joint publication, by the Institute and Society of County Treasurers, of Public Library Statistics for 1963–4 provides material of considerable topical interest at this time. The Public Libraries and Museums Act 1964 came into force on 1 April 1965 and only a day or so before this date the Department of Education and Science issued Circular 4–1965, which, in addition to giving a general description of the provisions of the Act, includes an appendix drawing attention to the report of the Ministry of Education published in 1962 (“Standards of Public Library Service in England and Wales”) which, the Circular says, “gives guidance on the factors to be taken into account in considering the adequacy of the service”.

A customer’s visit to a retail website is a critical “moment of truth” during which contemporary retailers attempt to simultaneously, during a single web navigation, capture customers’ attention, build rapport, and prompt them to act. By showing how to capture customer commitment over the course of a single website visit, the concept of customer website engagement, defined as “the process of developing cognitive, affective and behavioural commitment to an active relationship with the website”, addresses strategic concerns. Drawing from literature on engagement, the purpose of this paper is to consider how retail websites can engage customers during the course of a website navigation. A conceptual model of website customer engagement underpinned by relationship marketing and communication knowledge, shows how perceptions of the website’s exploration and sense-making potential can activate consumer engagement, and is then empirically tested.

Using survey data, measures of the four dimensions of engagement (interaction engagement, activity engagement, behavioural engagement, and communication engagement) and of three drivers are developed and validated. The model is tested empirically (n=301) using structural equation modelling.

The results support the process conceptualisation of engagement, which identifies organismic as well as conative stages, and show the distinct roles played by perceptions of informational exploration, experiential exploration and sense-making in activating engagement.

The study provides online retailing practice with an organising framework enabling online retailing managers to consider how, depending on their product category and their size, they might (re)design their website to optimally produce customer engagement.

The study contributes to online marketing and retailing knowledge by showing the relevance of the concept of engagement as it pertains to customers’ single navigations on retail websites, and by empirically showing, through a parsimonious model, how engagement can be activated and unfold.

This paper aims to uncover links, overlaps and influence flows across two seemingly unrelated historical processes – the broadening of the marketing concept and the rapid rise of neoliberal ideology, and associated economic and social policies.

Historical examination of the pivotal points in marketing thought, especially since 1960s and 1970s, is juxtaposed with the historical rise of neoliberalism to uncover linkages between marketing and neoliberalism, with a particular reference to Foucault’s analysis of the neoliberal transgression of classical liberalism.

While noble intentions were behind the broadening of the concept of marketing, the implicit assumptions reinforced neoliberal ideology and policies that led to rapid rise in inequality and to disastrous financial and economic crises.

This study, relying on extensive interdisciplinary theorizing, could benefit from empirical and practical extensions.

Globally pervasive marketing practices – based on the broadening of the marketing concept – have become imbricated in contemporary spiraling crises. To escape such spirals, radical rethinking of marketing theories and practices is required.

To reorient away from serving only the interests of centralized capital and to serve the needs of people the world over, marketing thought and practice need to reorient to innovative ideas that transcend the broadened and generic marketing concepts.

The paper develops the linkages between marketing theory and practices since the late 1960s and the neoliberal ideology politics and policies, with roots in the 1920s, that rose to prominence in the 1970s. A key contribution is an exploration of, in a marketing context, Foucault’s analysis of the neoliberal eclipsing of classical liberalism.

The purpose of this paper is to share reflective insights on three key questions of concern to critical diversity scholars: what influences play a part in framing a research project and the research questions, what determines the chosen methodology and what knowledge contributions do we want our research to make?

The paper, drawing on organisational ethnography, incorporates key fieldwork experiences to provide reflective insights on an innovative research project design conducted in multiple organisation sites.

The paper highlights the author’s learning from the conceptualisation of an innovative research project to the actual “doing” of what was proposed. It reflects on the unforeseen dilemmas that required continual adaptations be made because of the shifting demands of the research settings.

The paper is important as it provides the sharing of ideas into the influences that shaped a major piece of externally funded research and highlights a range of practical considerations if planning a critical diversity research project where negotiating access to organisations is required.

By reflecting on some important learning and insights into the crafting of an innovative research project and the challenges of enacting what was proposed, the paper is of value to post-doctoral and early career scholars and/or researchers interested in some insights into operationalising an organisational ethnographic methodology.

This paper aims to understand how structural characteristics of social media enable consumers to satisfy needs related to marketer-generated content (MGC) and identify the consequences of consumer exposure to MGC.

This paper revisits research on antecedents and consequences of advertising consumption to build an emergent conceptual model applied to MGC through the investigation of consumer experiences in social media. Thirty-three semi-structured interviews were conducted with consumers who follow brands on Instagram. The interview transcripts were coded and analysed using a grounded theory approach.

This study finds that, structurally, MGC consumption is characterised by the combination of: consumer micro-control over both content and timing/place of consumption and ease of consumption, enabling consumers to seek pleasure and utility without effort. The data show that MGC is only likely to be shared to a restricted group with strong social connections, such as family members and close friends with similar interests, with whom new interactions develop over brands and products, online or in person. MGC consumption experiences also generate significant consumer learning that improves purchase outcomes for consumers. Three types of MGC consumers were identified in the data: “enthusiasts”, “circumstantial” and “occasional”.

This study updates previous literature, offering a conceptual framework that specifies how the structural characteristics of social media are conducive to consumer exposure to self-curated MGC flows. This research also uncovers unique social dynamics and consumer learning related to MGC consumption.

Insights from this study suggest alternative business models that may be attractive for consumers, brands and social media platforms. This research also suggests ways in which brands can improve consumer MGC experiences.

This research demonstrates how and why consumers embrace MGC at scale through social media and reveals consequences of MGC consumption.