Chapter 11: Marketing

Pages Title and author(s)
341 - 350Title: Branding as a marketing principle for service SMEs: building a conceptual framework
Gillian Horan, Siobhan Tiernan, Michele O'Dwyer
351 - 359Title: The effect of a celebrity endorser in advertisements on consumers' perception of product quality
Michael Busler
360 - 370Title: Dissatisfaction determinants, complaint behaviour and grievance communication channels by young consumers in transition economies
Jung-Wan Lee, Simon W. Tai

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