Enrique Murillo – författare

Tracking the seismic shifts in consumerism over time, this cutting-edge Research Agenda provides a theoretical and methodological roadmap of brand management research in the third age of consumption. Leading experts and pioneers of key concepts in brand management give insights into the exponential growth of the field and identify promising directions for future investigation.

Illustrating the significant depth and breadth of research in brand management, contributors explore both foundational topics and contemporary work in the field. They synthesise diverse approaches to provide a holistic and dynamic understanding of the major areas of brand management. Alongside this theoretical taxonomy of the field, this Research Agenda also examines the application of branding principles and best practices in common business contexts. Chapters analyse cutting-edge developments in brand management research including brand co-creation, conscientious brands, online brand communities, non-profit branding, and internal brand management.

Providing a concise overview of key brand management topics and illustrating important areas for further research, this Research Agenda will be an invaluable resource for doctoral students and scholars in marketing, strategic management, and branding.

COVID-19 impacted economic activity in a way that hurt households, businesses, industries, and governments. What followed immediately was a period of high uncertainty, and what’s to come is still unknown. Economists have a lot to learn from this point in history, as different countries have handled this very differently from others. This book journeys through what one emerging economy has done to attempt recovery following immense disruption: Mexico''s recovery following the pandemic. 

This volume offers empirical studies that trace the post-pandemic recovery period in Mexico, providing insight into what this emergent economy went through and did after 2021. The first part of the book examines macroeconomics, such as tax collection, and microeconomics, such as household income. These chapters draw on policy and the actions driving the economic recover in this emergent economy. The second half of the book focuses on what organizations can do to improve internal governance as well as market success.

Full of new conceptual and empirical studies, the book explains what it looks like to rebuild an emerging economy. It will appeal to economists, economic scholars, and policymakers trying to make sense of the best ways to move forward following intense period of economic instability.