Editorial: Introduction to the Special Issue on Marketing in Emerging Markets
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págs. 19-35
Marketing capabilities, institutional development, and the performance of emerging market firms: A multinational study
págs. 36-45
Functional and experiential routes to persuasion: An analysis of advertising in emerging versus developed markets
págs. 46-56
Winning hearts, minds and sales: How marketing communication enters the purchase process in emerging and mature markets
págs. 57-68
The �green� side of materialism in emerging BRIC and developed markets: The moderating role of global cultural identity
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