diverse and heterogeneous within countries, this timely Handbook explores novel and under-researched sub-cultural marketing … segments. Contributions from a diverse group of established and emerging marketing scholars examine how we might better …-based targeting and segmentation, advancing a culture-based marketing approach that addresses the similarities and differences across …

US (particularly California) with a specific focus on environmental protection, food safety and agriculture, biosafety …. Food safety and agriculture -- pt. 4. The potential and limits of international regulatory cooperation -- pt. 5. Summary …

. This Handbook explores the complex relationship between marketing and social responsibility, with a focus on marketing as a … from a variety of marketing dimensions and a diverse set of cross-cultural perspectives, including consumer behavior … marketing curricula …

Pricing is an essential aspect of the marketing mix for brands and products. Further, pricing research in marketing is … by established marketing scholars on a range of topics in the area …pt. I. Introduction/foundations -- pt. II. Pricing decisions and marketing mix -- pt. III. Special topics …

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 doing well / Van R. Wood -- 3. Marketing accountability in emerging …

Exploring both the theoretical and the applied aspects of the role ethics plays in marketing, this Handbook analyzes …. Nationally and internationally recognized contributors cover the most important, timely developments in marketing ethics as well … as trends and ideas for a future research agenda. Topics such as consumer ethics, morality in marketing and corporate …

'This is an essential resource for managers and scholars interested in services marketing. It covers the topic … field.' - Valarie Zeithaml, UNC Kenan-Flagler Business School, US. The Handbook of Service Marketing Research brings … together an all-star team of leading researchers in service marketing to explore many of the hottest topics in service …