This book provides an expert analysis of the theory of the marketing firm by drawing upon operant psychology, economic … theory and marketing to argue that all firms exist in order to market. The authors explore the nature of bilateral … the firm acts. -- The Marketing Firm leverages the power of case study design to operationalise and test the central …

-domain literature review from a marketing perspective / Graham Hankinson -- 3. Is corporate branding relevant to places? / Mihalis … Kavaratzis -- 4. Place marketing, local identity and branding cultural images in Southern Europe : Nea Ionia, Greece and Pafos …

. This Handbook explores the complex relationship between marketing and social responsibility, with a focus on marketing as a … from a variety of marketing dimensions and a diverse set of cross-cultural perspectives, including consumer behavior … marketing curricula …

Pricing is an essential aspect of the marketing mix for brands and products. Further, pricing research in marketing is … by established marketing scholars on a range of topics in the area …pt. I. Introduction/foundations -- pt. II. Pricing decisions and marketing mix -- pt. III. Special topics …

Introduction: Marketing in emerging economies / Marin Marinov -- 1. Data collection procedures equivalence in emerging … economy market research / Pervez N. Ghauri and Agnieszka Chidlow -- 2. Globalization, sustainability and marketing of health … care in emerging market economies : doing good while doing well / Van R. Wood -- 3. Marketing accountability in emerging …

Managing product returns in retailing; PART IV: IN-STORE MARKETING; 11 In-store marketing: existing and emerging elements; 12 …