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INTERNATIONAL SERVICES ADVERTISING (ISA): Defining the Domain and Reviewing the Literature
ABSTRACT: The differences between services and goods are generally well understood. These differences, however, suggest that advertising strategies for ......(Continue Reading)
A comparative analysis of environmental effects on marketing activity in developing countries
When a marketer is about to enter a new market, he must first evaluate the environment of the target market, especially when it is a distant and unfamiliar ......(Continue Reading)
Does "made in..." matter to consumers? A Malaysian study of country of origin effect
This study examines Malaysian consumer perceptions of products originating in developed, newly industrialized, and developing countries. Country image, ......(Continue Reading)
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