This volume includes the full proceedings from the 1995 World Marketing Congress held in Istanbul, Turkey. The focus of the conference and the enclosed papers i

This volume includes the full proceedings from the 1995 World Marketing Congress held in Istanbul, Turkey. The focus of the conference and the enclosed papers i

This volume includes the full proceedings from the 1997 World Marketing Congress held in Kuala Lumpur, Malaysia. The focus of the conference and the enclosed pa