Globalisation, Technology and Sustainable Development Book Series
WORLD SUSTAINABLE DEVELOPMENT OUTLOOK 2006
Global and Local Resources in Achieving Sustainable Development

2006

Chapter 11: Marketing

PagesTitle and authors
341 - 350Branding as a marketing principle for service SMEs: building a conceptual framework
Gillian Horan, Siobhan Tiernan, Michele O'Dwyer
351 - 359The effect of a celebrity endorser in advertisements on consumers' perception of product quality
Michael Busler
360 - 370Dissatisfaction determinants, complaint behaviour and grievance communication channels by young consumers in transition economies
Jung-Wan Lee, Simon W. Tai
PagesTitle and authors