How consumer mindset response and long-term marketing effectiveness differ in emerging vs. mature markets
Year of publication: |
2014
|
---|---|
Authors: | Erguncu, Selin ; Yildirim, Gokhan |
Published in: |
Brand management in emerging markets : theories and practice. - Hershey, Pa. : Business Science Reference, ISBN 978-1-4666-6242-1. - 2014, p. 51-71
|
Subject: | Markenführung | Brand management | Werbewirkung | Advertising effects | Marktstruktur | Market structure | Konsumentenverhalten | Consumer behaviour | Entwicklungsländer | Developing countries |
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