GBM-5003: Global Marketing Management

Abdelhady, M. R. R., Fayed, H. A. K., & Fawzy, N. M. (2019). The influence of airlines’ marketing mix elements on passengers’ purchasing decision-making: The case of FSCs and LCCs. International Journal of Hospitality & Tourism Systems, 12(2), 1.
This study investigates the influence of marketing mix elements (4Ps) for airlines on passengers’ purchasing decision-making. The findings indicated that there is a significant positive relationship between the three elements of the marketing mix, product, promotion and place, and passengers’ purchasing decision-making.

Katsikeas, C., Leonidou, L., & Zeriti, A. (2020). Revisiting international marketing strategy in a digital era: Opportunities, challenges, and research directions. International Marketing Review, 37(3), 405–424.
The purpose of this paper is to explore the opportunities and challenges facing firms in this new digital era concerning their international marketing strategy and examine how international marketing practices can be revisited in the light of these developments. Consideration is given to a range of relevant issues involved in designing and deploying effective international marketing strategies using Internet-enabled technologies.

Kim, M.-S., & Kim, J. (2018). Linking marketing mix elements to passion-driven behavior toward a brand: Evidence from the foodservice industry. International Journal of Contemporary Hospitality Management, 30(10), 3040–3058.
This study investigates the relationships among perceptions of advertising, sales promotions, brand prestige, and brand love, as well as the development of passion-driven behavior among family restaurant customers. The verified model confirmed that brand prestige was significantly influenced by attitudes toward advertising, monetary promotion, and non-monetary promotion. Also, brand love was significantly affected by the amount spent on advertising, attitudes toward the advertisement, and monetary promotion.