Bridging Asia and the world in marketing competitiveness: introduction to the special issue
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This special issue of the Journal of Global Scholars of Marketing Science, “Bridging Asia and the World in Marketing Competitiveness,” introduces four articles selected from papers presented during the EMAC/KSMS Joint Symposium 2012 European Marketing Academy Conference held on 22–25 May 2012. The articles in this special issue discuss recent issues in marketing theory, research, and practice, connecting marketing scholars and readers in Asia and around the globe. Special issue topics embrace supplier–manufacturer relationships, green consumption, global and domestic SPA brands, and mobile direct experience in Asia and the world.
Abstract
This special issue of the Journal of Global Scholars of Marketing Science, “Bridging Asia and the World in Marketing Competitiveness,” introduces four articles selected from papers presented during the EMAC/KSMS Joint Symposium 2012 European Marketing Academy Conference held on 22–25 May 2012. The articles in this special issue discuss recent issues in marketing theory, research, and practice, connecting marketing scholars and readers in Asia and around the globe. Special issue topics embrace supplier–manufacturer relationships, green consumption, global and domestic SPA brands, and mobile direct experience in Asia and the world.
참고문헌 (5)
- Chao, P., "International marketing and the Asia-pacific region", International Marketing Review, 20(5), pp.480~493 (2003)
- 김주란, "Effects of mobile direct experience on perceived interactivity and attitude toward smartphone applications", Journal of Global Scholars of Marketing Science(마케팅과학연구), 23(3), pp.282~296 (2013), 한국마케팅과학회[DOI]
- 김은영, "Marketing mix elements influencing brand attitude strength: Global vs. domestic SPA brands", Journal of Global Scholars of Marketing Science(마케팅과학연구), 23(3), pp.263~281 (2013), 한국마케팅과학회[DOI]
- 이현주, "Environmental orientation in going green: A qualitative approach to consumer psychology and sociocultural factors of green consumption", Journal of Global Scholars of Marketing Science(마케팅과학연구), 23(3), pp.245~262 (2013), 한국마케팅과학회[DOI]
- 문준연, "Suppliers’ capability factors affecting manufacturer commitment, opportunism, and supplier performance", Journal of Global Scholars of Marketing Science(마케팅과학연구), 23(3), pp.231~244 (2013), 한국마케팅과학회[DOI]