Contextual influences on marketing and consumerism: an East Asian perspective
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DOI: 10.1108/imr-11-2020-0274
Abstract: PurposeThis study aims to summarize the important contextual influences East Asian philosophy may have on marketing strategy and consumerism.Design/methodology/approachA qualitative approach is used to deconstruct (1) the literature on marketing as a contextual discipline, (2)… read more here.
Keywords: contextual influences; consumerism; marketing; influences marketing ... See more keywords