Bridging Asia and the world: Global platform for the Interface between marketing and management

Research output: Contribution to journalEditorial

1 Citation (Scopus)

Abstract

This special issue includes twenty-three research papers written by thirty-four authors representing eleven countries. The papers address four topic areas: new product innovation and online retailing, luxury branding and sustainability, brand management and advertising, or marketing strategy and management. The introduction summarizes how each article extends developments, theories, and practices in response to new trends in management scholarship and global marketing practices.

Original languageEnglish
Pages (from-to)350-353
Number of pages4
JournalJournal of Business Research
Volume99
DOIs
Publication statusPublished - 2019 Jun 1

Fingerprint

Marketing management
Marketing
Online retailing
Marketing strategy
Brand management
Asia
Luxury
Global marketing
Sustainability
Branding
Advertising strategy
New products
Marketing practices
Product innovation
Development theory

All Science Journal Classification (ASJC) codes

  • Marketing

Cite this

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abstract = "This special issue includes twenty-three research papers written by thirty-four authors representing eleven countries. The papers address four topic areas: new product innovation and online retailing, luxury branding and sustainability, brand management and advertising, or marketing strategy and management. The introduction summarizes how each article extends developments, theories, and practices in response to new trends in management scholarship and global marketing practices.",
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Bridging Asia and the world : Global platform for the Interface between marketing and management. / Ko, Eunju.

In: Journal of Business Research, Vol. 99, 01.06.2019, p. 350-353.

Research output: Contribution to journalEditorial

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