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...

The strategic importance of Corporate Social Responsibility for both large and small businesses only continues to grow. This Handbook explores the complex relationship between marketing and social responsibility, with a focus on marketing as a driver for CSR initiatives. Written by many of the...

Creating Experiences in the Experience Economy focuses on the creation of experience from a business perspective. In doing so, the book establishes a more solid foundation for making better and more complex analyses of experience creation, paving the way for the development of analytically based...

Pricing is an essential aspect of the marketing mix for brands and products. Further, pricing research in marketing is interdisciplinary, utilizing economic and psychological concepts with special emphasis on measurement and estimation. This unique Handbook provides current knowledge of pricing...

Based on a survey among customers of seven German municipal utilities, we estimate hierarchical multiple regression models to identify consumer motivations for participating in P2P electricity trading and develop implications for marketing strategies for this currently relatively unknown...

"Modern commercial landscapes are characterized by rapidly evolving markets, and this authoritative Encyclopedia acts as an essential navigational guide to such changeable consumer environments. This Encyclopedia provides an overview of crucial subjects within the study of consumer behavior,...

"This thoroughly revised second edition Handbook provides an authoritative and in-depth overview of choice modelling, a key technique used across disciplines as diverse as transport, marketing, health and environmental economics. Composed of contributions from influential senior researchers,...