"This book focuses on consumption activities of consumers in developing nations. Consumer behavior is notably the 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...

The intellectual structure in brands and branding research: a scientometric analysis / Jiaxun He, Cheng Lu Wang -- "Home base" and the brand globalization strategies of emerging market multinationals / Xiaohua Lin, Carlyle Farrell -- How consumer mindset response and long-term marketing...

"This book aims to offer a comprehensive analysis of green consumerism, taking into account the diversity of views and debates surrounding the ideology. The diversity of topics and multidisciplinary viewpoints will offer an insightful overview of the nature of green consumerism, its...