Katia Iankova

Pedro Longart

Contents: Editorial: Marketing after COVID-19: Crisis adaptation, innovation and sustainable technological advances - Katia Iankova and Pedro Longart Branding Al Ain as a tourist destination - Pedro Longart and Katia Iankova Impact of digital marketing on SMEs performance in Saudi Arabia: Implications on building NEOM - Areej Algumzi Innovative crisis-response through best human resources practices during COVID-19 - Bharti Pandya and Bistra Boukareva Antecedents of consumptive behavior prior to the celebration of Eid Al-Fitr during the COVID-19 Pandemic - Amaliyah Amaliyah and Aminatus Zakhra The shifting trend in online buyer’s behaviour under the impact of COVID-19 pandemic in Vietnam - Ha Thu Nguyen, Thuy Dam Luong Hoang, and Huy Khanh Nguyen Social media usage in higher education: Role in marketing and communication during COVID-19- Abhishek Shukla and Kamini Bhasin Slave to sachet economy: Socio-cultural insights -Hernani Manalo and Ma. Riza Manalo Revenue management during the COVIDization of the economy - Radko Radev and Veselina Yankova Exploring the Emirati female student entrepreneurs in the UAE through the theory of planned behaviour - V.S. Damodharan and K.A. Asraar Ahmed A new perspective of brand equity: the case of pottery craft village collective brand in Vietnam - Quang Van Ngo and Ha Thu Thi Vu Antecedents of QR code acceptance during Covid-19: Towards sustainability - K.A. Asraar Ahmed and V.S. Damodharan

Post-COVID Marketing Challenges

Azizul Hassan

Rachel L'Abbe

Indigenous peoples are an intrinsic part of countries like Australia, New Zealand, Canada, Finland, USA, India, Russia and almost all parts of South America and Africa. A considerable amount of research has been done during the twentieth century mainly by anthropologists, sociologists and linguists in order to describe, and document their traditional life style for the protection and safeguarding of their established knowledge, skills, languages and beliefs. These communities are engaging and adapting rapidly to the changing circumstances partly caused by post modernisation and the process of globalization. These have led them to aspire to better living standards, as well as preserving their uniqueness, approaches to environment, close proximity to social structures and communities. For at least the last two decades, patterns of increased economic activity by indigenous peoples in many countries have been viewed to be significantly on the rise. Indigenous People and Economic Development reveals some of the characteristics of this economic activity, 'coloured' by the unique regard and philosophy of life that indigenous people around the world have. The successes, difficulties and obstacles to economic development, their solutions and innovative practices in business - all of these elements, based on research findings, are discussed in this book and offer an inside view of the dynamics of the indigenous societies which are evolving in a globalised and highly interconnected contemporary world.

Katia Iankova

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