This book covers a very broad range of topics in marketing, communication, and tourism, focusing especially on new perspectives and technologies that promise to influence the future direction of marketing research and practice in a digital and innovational era. Among the areas covered are product and brand management, strategic marketing, B2B marketing and sales management, international marketing, business communication and advertising, digital and social marketing, tourism and hospitality marketing and management, destination branding and cultural management, and event marketing. The book comprises the proceedings of the International Conference on Strategic Innovative Marketing and Tourism (ICSIMAT) 2018, where researchers, academics, and government and industry practitioners from around the world came together to discuss best practices, the latest research, new paradigms, and advances in theory. It will be of interest to a wide audience, including members of the academic community, MSc and PhD students, and marketing and tourism professionals.

Androniki Kavoura is a Professor in the Department of Business Administration, University of West Attica, Greece. She completed her MSc in Media Management and her PhD on Communication and Culture at the University of Stirling, Scotland, UK. She has participated in various research projects and her research interests include social media, branding, advertising, and culture. She co-chairs the International Conference on Strategic Innovative Marketing and Tourism and she is Editor in Chief of the International Journal of Strategic Innovative Marketing.

Efstathios Kefallonitis is an Associate Professor at the State University of New York at Oswego. He received his doctorate in marketing management from Cranfield University in the UK. He completed a postdoctoral fellowship in brand experience management at the University of the Arts in London and holds a Master's degree from Goldsmiths, University of London. Appointed in August 2011, he teaches courses in Marketing Principles, Marketing Management, and Advertising and Promotion. He serves as the Managing Director of branding.aero in New York City, specializing in aviation industry branding.

Apostolos Giovanis is an Associate Professor in Technology Marketing at the Department of Business Administration, Athens University of Applied Science (AUAS), Greece. He holds a Diploma in Engineering Management, an MSc in Management, and a PhD in Marketing Management (New Product Diffusion and Adoption), all from Technical University of Crete, Greece. In addition to AUAS, he has taught at the Hellenic Open University, the Technical University of Crete, and the Piraeus University of Applied Science. He is a member of the EuroMed Business Research Institute (EMRBI) (chairman of the Brand Research Committee) and the Greek Marketing Academy. Before joining academia, he held several managerial positions in the field of marketing in the service industry. His research interests are primarily in the areas of technology-mediated services marketing, customer relationship management, customer-brand relationships, and innovation management, and his academic work has been published in various scientific journals.