Category: Innovative Marketing

IMPORTANCE OF OVERCOMING CULTURAL BARRIERS IN ESTABLISHING BRAND NAMES: AN AUSTRALIAN COMPANY IN CHINA, THE
Chung, Mona
Abstract </p…

TURKISH CONSUMERS’ EVALUATION OF PRODUCTS MADE IN FOREIGN COUNTRIES: THE COUNTRY OF ORIGIN EFFECT
Cengiz, Ekrem
Abstract
Coun…

SPOILED FOR CHOICE: CONSUMER CONFUSION IN INTERNET-BASED MASS CUSTOMIZATION
Matzler, Kurt
Abstract
Companies are challenged t…

MARKETING AIRLINE SERVICES IN MALAYSIA: A CONSUMER SATISFACTION ORIENTATION APPROACH
Oyewole, Philemon
Abstract
This research…

BRANDING AT A CORPORATE MANAGEMENT LEVEL
Tollin, Karin
Abstract
According to the contemporary marketing literature, brand man…