Autor: Bang Nguyen

There is a growing interest in firms‘ adoption of ethical and social marketing approaches among academics and practitioners alike. Ethical Marketing is the application of ethics into the marketing pr …

University branding has increased substantially, due to demands on universities to enrol greater numbers of students, rising tuition fees, the proliferation of courses, the growing “internationaliza …

University branding has increased substantially, due to demands on universities to enrol greater numbers of students, rising tuition fees, the proliferation of courses, the growing “internationaliza …

This core adoptable textbook provides a comprehensive treatment of branding in Asia, focusing on a wide range of key Asian countries including China, India, Japan, South Korea and members of ASEAN. T …

Since the first edition of this landmark textbook, online shopping has grown exponentially to the point that it now threatens to eclipse the high street. With online retail offering both advantages a …

Since the first edition of this landmark textbook, online shopping has grown exponentially to the point that it now threatens to eclipse the high street. With online retail offering both advantages a …

Customers are treated badly. Not all customers. Not always. But many are and often. Some customers are bad. They treat firms badly. Firms have to react. Employees and customers endure the consequence …

Customers are treated badly. Not all customers. Not always. But many are and often. Some customers are bad. They treat firms badly. Firms have to react. Employees and customers endure the consequence …

This casebook provides students and academics in business management and marketing with a collection of case studies on services marketing and service operations in emerging economies. It explores cu …

The first conference on sustainability was organised by the World Commission on Environment and Development (WCED) and it resulted in a report titled "Our Common Future", which was publishe …

Even before the outbreak of COVID-19, scholars and marketers alike were paying increased attention to the complex array of stakeholders that corporations need to address to maintain a strong brand, i …

Even before the outbreak of COVID-19, scholars and marketers alike were paying increased attention to the complex array of stakeholders that corporations need to address to maintain a strong brand, i …