bedrock of marketing discipline. It also focuses on the fact that developing countries play pivotal roles in the global … marketing system serving as homes to many multinational corporations that are primarily interested in serving consumers in these …

Cover -- Half Title -- Title -- Copyright -- Contents -- Preface -- 1 Marketing in small and medium-sized enterprises …: an introduction -- 2 Small and medium enterprises marketing: innovation and sustainable economic growth perspective -- 3 … The role and relevance model of marketing in small and medium-sized enterprises -- 4 The entrepreneurship marketing …

consumers -- Attitudes and persuasion in young consumer behaviour -- Young consumers and marketing strategies -- Brand, branding … of value -- The young ones, shopping and marketing channels : what actually shapes their mind? -- Marketing … communications and the young consumer : evidence from a developing country -- Digital marketing and the young consumer -- Services …