Creativity and passion between global branding and country of origin roots = 品牌国际化和原产地间的创造力和热情
Creativity and passion between global branding and country of origin roots = 品牌国际化和原产地间的创造力和热情 / Gaetano Aiello, Raffaele Donvito, Tiziano Vescovi
p. 357-360 ; 25 cm
수록자료: Journal of global scholars of marketing science : bridging Asia and the world. Korean Academy of Marketing Science. Vol.23 no.4(2013 September), p. 357-360 23:4<357 ISSN 2163-9159 저자: Gaetano Aiello, Department of Economics and Management, University of Florence 저자: Raffaele Donvito, Department of Economics and Management, University of Florence E-MAIL: email@example.com 저자: Tiziano Vescovi, Department of Management, IMALab, International Management to Asia, Università Ca' Foscari
This special issue of the Journal of Global Scholars of Marketing Science, “Creativity and Passion between Global Branding and Country of Origin Roots”, includes five articles selected from papers presented during the IMTC/KSMS Joint Symposium 2012 Global Marketing Conference held from 19 to 22 July 2012. The articles in this special issue consider recent issues in marketing theory, research, and practice which are of interest for marketing scholars and readers around the globe. Special issue topics embrace brand–consumer relationships in a global environment, country-of-origin impact on business-to-consumer and business-to-business markets, and creativity at the territorial level from a network perspective.