Increased fervour for green consumerism has resulted in the emergence of Green Marketing as an important tool in the hands of innovative marketers looking for novel ways of satisfying customers. Green Marketing approach is often used by marketers to differentiate their products from those of the competition, based on environment and sustainability related factors. However, one of the biggest downsides of Green Marketing is the emergence of the practice of ‘Greenwashing’. Often organisations claiming to be environment friendly have been found to be indulging in the unethical practice of misrepresenting facts through deceptive and exaggerated claims (Brouwer, 2016). The aim of this paper is to explore the impact of Greenwash (GW) on Green Trust (GT) through the mediating role of Green Consumer Confusion (GCC) and Green Perceived Risk (GPR) by deploying a scale developed by Chen & Chang (2012). The relationship between demographic factors and the four constructs of GW, GT, GCC and GPR is also investigated. Through the deployment of a survey research design, questionnaires were administered to 325 respondents. The results of the analysis bring forth some interesting facts, including Greenwash being negatively related to Green Trust. However, our analysis – in contrast with that of Chen and Chang’s (2012) study - did not show a very strong mediating role played by GCC and GPR. This finding is very pertinent for companies either in the business of selling green products or positioning products on a green or eco-friendly plank.
{"title":"Relationship between the Constructs of Green Wash, Green Consumer Confusion, Green Perceived Risk and Green Trust Among Urban Consumers in India","authors":"Priti Saxena, Garima Sharma","doi":"10.33182/tmj.v9i2.1569","DOIUrl":"https://doi.org/10.33182/tmj.v9i2.1569","url":null,"abstract":"Increased fervour for green consumerism has resulted in the emergence of Green Marketing as an important tool in the hands of innovative marketers looking for novel ways of satisfying customers. Green Marketing approach is often used by marketers to differentiate their products from those of the competition, based on environment and sustainability related factors. However, one of the biggest downsides of Green Marketing is the emergence of the practice of ‘Greenwashing’. Often organisations claiming to be environment friendly have been found to be indulging in the unethical practice of misrepresenting facts through deceptive and exaggerated claims (Brouwer, 2016). The aim of this paper is to explore the impact of Greenwash (GW) on Green Trust (GT) through the mediating role of Green Consumer Confusion (GCC) and Green Perceived Risk (GPR) by deploying a scale developed by Chen & Chang (2012). The relationship between demographic factors and the four constructs of GW, GT, GCC and GPR is also investigated. Through the deployment of a survey research design, questionnaires were administered to 325 respondents. The results of the analysis bring forth some interesting facts, including Greenwash being negatively related to Green Trust. However, our analysis – in contrast with that of Chen and Chang’s (2012) study - did not show a very strong mediating role played by GCC and GPR. This finding is very pertinent for companies either in the business of selling green products or positioning products on a green or eco-friendly plank.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49263651","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Organisations have the responsibility of not only empowering employees, but also, aiding them towards flourishing. Post lockdown (Covid-19) in Indian information technology organisations (ITOs), software professionals who experienced psychological empowerment are more likely to carry out their assignments better as well as having higher levels of trust, loyalty, employer branding and job satisfaction. Empowerment practices are expected to nurture heliotropic experiences among individuals, thus leading to their flourishing. However, there is a lack of empirical evidence in the Indian ITO context. A quantitative approach was adopted, with 200 software professionals participating in the study, aimed at investigating the correlation between psychological empowerment and flourishing. Two valid and reliable structured questionnaires were used to conduct the study using convenience sampling to identify the software professionals and stratified sampling to stratify the ITOs post lockdown (for COVID-19). Descriptive and regression analysis was performed to probe the experience of meaning, competence, self-determination and impact on flourishing. The results indicate that the software professional's experienced both psychological empowerment and flourishing. It also creates an emotional ability to enables intrinsically employees to have positive outcomes. Furthermore, the sub-dimensions self-determination and impact are found to be good predictors of flourishing even during the post-lockdown (Covid-19) period. Implications of how psychological empowerment of software professionals is important to ITO performance and accomplishment of objectives are discussed in detail.
{"title":"Psychological Empowerment Experiences of Software Professionals in Post Lockdown Information Technology Organisations","authors":"S. R, H. Patrick","doi":"10.33182/tmj.v9i2.1577","DOIUrl":"https://doi.org/10.33182/tmj.v9i2.1577","url":null,"abstract":"Organisations have the responsibility of not only empowering employees, but also, aiding them towards flourishing. Post lockdown (Covid-19) in Indian information technology organisations (ITOs), software professionals who experienced psychological empowerment are more likely to carry out their assignments better as well as having higher levels of trust, loyalty, employer branding and job satisfaction. Empowerment practices are expected to nurture heliotropic experiences among individuals, thus leading to their flourishing. However, there is a lack of empirical evidence in the Indian ITO context. A quantitative approach was adopted, with 200 software professionals participating in the study, aimed at investigating the correlation between psychological empowerment and flourishing. Two valid and reliable structured questionnaires were used to conduct the study using convenience sampling to identify the software professionals and stratified sampling to stratify the ITOs post lockdown (for COVID-19). Descriptive and regression analysis was performed to probe the experience of meaning, competence, self-determination and impact on flourishing. The results indicate that the software professional's experienced both psychological empowerment and flourishing. It also creates an emotional ability to enables intrinsically employees to have positive outcomes. Furthermore, the sub-dimensions self-determination and impact are found to be good predictors of flourishing even during the post-lockdown (Covid-19) period. Implications of how psychological empowerment of software professionals is important to ITO performance and accomplishment of objectives are discussed in detail.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41465079","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The retail sector, over the years, has evolved dramatically to provide better service to its customers. With the superior convenience of online shopping and tangible experience of in-store shopping, retail industries are looking forward to integrating both modes, thus embracing omni channel to provide better service to their customers. The prime objective of the research is to investigate the level of influence that using the Click & Collect online shopping mode can have on customer purchase intention and to ascertain the effects that online and offline shopping attributes have on this intention. The study emphasizes the usefulness of integrating both the shopping modes, thus embracing omni channel in the retail sector to provide a better shopping experience to the customers. The primary data were collected from 356 respondents. Secondary data were collected by reviewing articles, research papers, extant studies and newspaper articles. In the analysis, the buying behaviour through an e-commerce platform and customers’ purchase intentions are taken as the dependent variable. Product risk, online trust, website quality, offline experience and perceived usefulness are identified as the independent variables. The data thus collected were processed for regression tests using IBM SPSS 25 software to analyse the results. The Stimulus-Organism-Response model was deployed as the proposed model for the research. The results obtained from the research will allow retailers to understand the customer's buying behaviour towards the new Click & Collect system better by identifying the key variables that influence their purchase intention.
{"title":"Click & Collect Retailing: A Study on Its Influence on the Purchase Intention of Customers","authors":"K. S, K. Gowda, Jayanta Banerjee","doi":"10.33182/tmj.v9i2.1561","DOIUrl":"https://doi.org/10.33182/tmj.v9i2.1561","url":null,"abstract":"The retail sector, over the years, has evolved dramatically to provide better service to its customers. With the superior convenience of online shopping and tangible experience of in-store shopping, retail industries are looking forward to integrating both modes, thus embracing omni channel to provide better service to their customers. The prime objective of the research is to investigate the level of influence that using the Click & Collect online shopping mode can have on customer purchase intention and to ascertain the effects that online and offline shopping attributes have on this intention. The study emphasizes the usefulness of integrating both the shopping modes, thus embracing omni channel in the retail sector to provide a better shopping experience to the customers. The primary data were collected from 356 respondents. Secondary data were collected by reviewing articles, research papers, extant studies and newspaper articles. In the analysis, the buying behaviour through an e-commerce platform and customers’ purchase intentions are taken as the dependent variable. Product risk, online trust, website quality, offline experience and perceived usefulness are identified as the independent variables. The data thus collected were processed for regression tests using IBM SPSS 25 software to analyse the results. The Stimulus-Organism-Response model was deployed as the proposed model for the research. The results obtained from the research will allow retailers to understand the customer's buying behaviour towards the new Click & Collect system better by identifying the key variables that influence their purchase intention. ","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48991595","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Prof. Dr. Uday Salunkhe, D. Murthy, Vijaya Kumar Bhima Rao
The COVID-19 pandemic has caused significant disruptions in the life of consumers. Consumers have started to learn and live a “new normal” lifestyle, shifting to spending only on essentials, consuming home food as compared to eating out or ordering in, increased use of technologies for shopping, education, and entertainment, and focusing on health and family. This change in the behaviour of average consumers has redefined the basics of marketing. Businesses are struggling due to lockdowns, lack of labour, tightened spending by consumers, and lack of raw materials for their operations. Working from home, consumers have started using digital technologies to search, identify, and order their bare minimum essentials. The purpose of this research paper is to evaluate how marketers should redefine their marketing strategies to adapt to changing consumer behaviour. As consumer behaviour is changing because of COVID-19, marketers need to rethink their fundamental marketing campaigns, moving away from traditional in-store marketing techniques to using digital technologies to reach consumers at their homes. This research was conducted using a structured questionnaire sent out to marketing executives. The responses received were analysed using SmartPLS. The present study provides valuable insights to the marketers on the emerging strategies that need to be adopted. Marketers should comprehend the social and economic impact of the pandemic, invest in digital technologies to reach out to customers virtually, streamline their supply chain to take advantage of localisation, offer family-oriented products, adopt short-term pricing policies, and develop alliances with competition for economies of scale.
{"title":"Consumers in Crisis – Emerging Marketing Challenges","authors":"Prof. Dr. Uday Salunkhe, D. Murthy, Vijaya Kumar Bhima Rao","doi":"10.33182/tmj.v9i2.1575","DOIUrl":"https://doi.org/10.33182/tmj.v9i2.1575","url":null,"abstract":"The COVID-19 pandemic has caused significant disruptions in the life of consumers. Consumers have started to learn and live a “new normal” lifestyle, shifting to spending only on essentials, consuming home food as compared to eating out or ordering in, increased use of technologies for shopping, education, and entertainment, and focusing on health and family. This change in the behaviour of average consumers has redefined the basics of marketing. Businesses are struggling due to lockdowns, lack of labour, tightened spending by consumers, and lack of raw materials for their operations. Working from home, consumers have started using digital technologies to search, identify, and order their bare minimum essentials. The purpose of this research paper is to evaluate how marketers should redefine their marketing strategies to adapt to changing consumer behaviour. As consumer behaviour is changing because of COVID-19, marketers need to rethink their fundamental marketing campaigns, moving away from traditional in-store marketing techniques to using digital technologies to reach consumers at their homes. This research was conducted using a structured questionnaire sent out to marketing executives. The responses received were analysed using SmartPLS. The present study provides valuable insights to the marketers on the emerging strategies that need to be adopted. Marketers should comprehend the social and economic impact of the pandemic, invest in digital technologies to reach out to customers virtually, streamline their supply chain to take advantage of localisation, offer family-oriented products, adopt short-term pricing policies, and develop alliances with competition for economies of scale.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43885135","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The study integrated the stimuli–organism-response (SOR) framework and the social exchange theory to explain the mechanism of consumer entitlement (CE) behavior in the retail context of Confucian culture. Qualitative and quantitative approaches were combined in this study in the form of two focus groups and a survey questionnaire (n = 465) administered in Ho Chi Minh City, Vietnam, under the supervision of the Ho Chi Minh City Statistical Office. The results revealed that government regulation, store fairness and preferential treatment belong to stimuli dimensions that trigger CE behavior through organisms, such as trust, commitment and perceived quality. The study’s findings give empirical support to retailers to understand and look for the right strategy for controlling CE behavior in a Confucian-culture context.
{"title":"Consumer Entitlement Behaviour in Confucian Culture: Empirical Findings in the Vietnamese Retail Setting","authors":"D. Vo, Si Van Nguyen","doi":"10.33182/tmj.v9i2.1191","DOIUrl":"https://doi.org/10.33182/tmj.v9i2.1191","url":null,"abstract":"The study integrated the stimuli–organism-response (SOR) framework and the social exchange theory to explain the mechanism of consumer entitlement (CE) behavior in the retail context of Confucian culture. Qualitative and quantitative approaches were combined in this study in the form of two focus groups and a survey questionnaire (n = 465) administered in Ho Chi Minh City, Vietnam, under the supervision of the Ho Chi Minh City Statistical Office. The results revealed that government regulation, store fairness and preferential treatment belong to stimuli dimensions that trigger CE behavior through organisms, such as trust, commitment and perceived quality. The study’s findings give empirical support to retailers to understand and look for the right strategy for controlling CE behavior in a Confucian-culture context.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-08-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"69520307","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Journal quality lists are becoming omnipresent and omnipotent. Using the Foucauldian concept of the panopticon, this study critically assesses the proclaimed impartiality and objectivity of three of these lists. It does so by: (a) identifying the seven marketing scholars that have contributed to the construction of these three lists; and (b) implementing an analysis that is rarely used in marketing; namely, a Curriculum Vitae (CV) analysis. The names of the identified seven scholars are kept concealed as the case is not to castigate/question a specific academic, but rather to rouse the debate on the usefulness(less) of these lists. The CV analysis ascertains that the three scrutinised lists are way less impartial and objective than they may seem. This study’s results are in stark contrast with any argument advocating the impartiality and objectivity of these journal quality lists. Seen from a Foucauldian standpoint, these lists appear as panoptic power/knowledge tools.
{"title":"Quality Lists of Marketing Journals: A Critical Appraisal","authors":"Salim Moussa","doi":"10.33182/TMJ.V9I`2.1333","DOIUrl":"https://doi.org/10.33182/TMJ.V9I`2.1333","url":null,"abstract":"Journal quality lists are becoming omnipresent and omnipotent. Using the Foucauldian concept of the panopticon, this study critically assesses the proclaimed impartiality and objectivity of three of these lists. It does so by: (a) identifying the seven marketing scholars that have contributed to the construction of these three lists; and (b) implementing an analysis that is rarely used in marketing; namely, a Curriculum Vitae (CV) analysis. The names of the identified seven scholars are kept concealed as the case is not to castigate/question a specific academic, but rather to rouse the debate on the usefulness(less) of these lists. The CV analysis ascertains that the three scrutinised lists are way less impartial and objective than they may seem. This study’s results are in stark contrast with any argument advocating the impartiality and objectivity of these journal quality lists. Seen from a Foucauldian standpoint, these lists appear as panoptic power/knowledge tools.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-08-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42849693","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
H. Paksoy, Yakup Durmaz, Filiz Çopuroğlu, B. D. Özbezek
The main purpose of this study is to examine the effect of anxiety that people experience due to the rapidly spreading Covid-19 on consumer behaviour. The sub-objectives of this study are to test the relationship among the anxiety caused by Covid-19, consumer behaviour and socio-demographic variables. In line with this purpose, qualitative research was conducted on 251 academicians working in Gaziantep University. Demographic information form, Death Anxiety Scale developed by Thorson and Powell (1992) and Consumer Behaviour Scale developed by Ang (2001) were conducted on the participants for data collection. The questionnaire was carried out online. The data obtained from the study were analyzed with statistical techniques such as factor analysis, correlation and regression analysis, independent sample T-test, and one-way analysis of variance (ANOVA). The findings of the study showed that the deprivation and suffering dimensions of the anxiety caused by Covid-19 have significant effects on the dimensions of consumer behaviour. It has also been found that there are significant differences among the socio-demographic characteristics of the participants, the anxiety caused by Covid-19 and consumer behaviour.
{"title":"The Impact of Anxiety Caused by COVID-19 on Consumer Behaviour","authors":"H. Paksoy, Yakup Durmaz, Filiz Çopuroğlu, B. D. Özbezek","doi":"10.33182/tmj.v8i2.1066","DOIUrl":"https://doi.org/10.33182/tmj.v8i2.1066","url":null,"abstract":"The main purpose of this study is to examine the effect of anxiety that people experience due to the rapidly spreading Covid-19 on consumer behaviour. The sub-objectives of this study are to test the relationship among the anxiety caused by Covid-19, consumer behaviour and socio-demographic variables. In line with this purpose, qualitative research was conducted on 251 academicians working in Gaziantep University. Demographic information form, Death Anxiety Scale developed by Thorson and Powell (1992) and Consumer Behaviour Scale developed by Ang (2001) were conducted on the participants for data collection. The questionnaire was carried out online. The data obtained from the study were analyzed with statistical techniques such as factor analysis, correlation and regression analysis, independent sample T-test, and one-way analysis of variance (ANOVA). The findings of the study showed that the deprivation and suffering dimensions of the anxiety caused by Covid-19 have significant effects on the dimensions of consumer behaviour. It has also been found that there are significant differences among the socio-demographic characteristics of the participants, the anxiety caused by Covid-19 and consumer behaviour.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2020-10-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43762917","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The pandemic of COVID19 has disrupted every aspect of life. From groceries to medicines, travel to events, sports to funerals, economics to politics and religion to social rights all domains of life have been shaken up by this infectious virus. The impact is deep and will have a lasting effect. The situation is severe in some countries and it is too soon to estimate the exact impact of COVID19 on the global economy. This is a review article examining different facets of the pandemic to understand the impact on the economy. This article examines the effect of this crisis on the financial markets, banking, hospitality, and health care sectors. The data comes from various reports published by the various organizations and institutions worldwide and the recent limited research literature available on this topic. The bitter truth is that the pandemic will have a substantial and extended negative impact on the global economy, especially on the financial and hospitality industry.
{"title":"Spillover effect of Covid19 on the Global Economy","authors":"H. Baber","doi":"10.33182/tmj.v8i2.1067","DOIUrl":"https://doi.org/10.33182/tmj.v8i2.1067","url":null,"abstract":"The pandemic of COVID19 has disrupted every aspect of life. From groceries to medicines, travel to events, sports to funerals, economics to politics and religion to social rights all domains of life have been shaken up by this infectious virus. The impact is deep and will have a lasting effect. The situation is severe in some countries and it is too soon to estimate the exact impact of COVID19 on the global economy. This is a review article examining different facets of the pandemic to understand the impact on the economy. This article examines the effect of this crisis on the financial markets, banking, hospitality, and health care sectors. The data comes from various reports published by the various organizations and institutions worldwide and the recent limited research literature available on this topic. The bitter truth is that the pandemic will have a substantial and extended negative impact on the global economy, especially on the financial and hospitality industry.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2020-10-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44856376","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Gábor REKETTYE (2019). Value Creation 4.0- Marketing Products in the 21st Century. Transnational Press London, 251 pp, ISBN: 978-1- 912997-21-3. Reviewed by Mujde Bideci
Gábor REKETTIE（2019）。价值创造4.0——21世纪的营销产品。跨国出版社，伦敦，251页，国际标准书号：978-1-912997-21-3。审核人：Mujde Bideci
{"title":"Gábor Rekettye (2019). Value Creation 4.0- Marketing Products in the 21st Century","authors":"M. Bideci","doi":"10.33182/tmj.v8i1.996","DOIUrl":"https://doi.org/10.33182/tmj.v8i1.996","url":null,"abstract":"Gábor REKETTYE (2019). Value Creation 4.0- Marketing Products in the 21st Century. Transnational Press London, 251 pp, ISBN: 978-1- 912997-21-3. Reviewed by Mujde Bideci","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2020-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42880152","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Gábor REKETTYE (2019). Value Creation 4.0- Marketing Products in the 21st Century. Transnational Press London, 251 pp, ISBN: 978-1- 912997-21-3. Reviewed by Isabel Da Silva.
Gábor REKETTIE（2019）。价值创造4.0——21世纪的营销产品。跨国出版社，伦敦，251页，国际标准书号：978-1-912997-21-3。Isabel Da Silva审核。
{"title":"Gábor Rekettye (2019). Value Creation 4.0- Marketing Products in the 21st Century","authors":"I. D. Silva","doi":"10.33182/tmj.v8i1.997","DOIUrl":"https://doi.org/10.33182/tmj.v8i1.997","url":null,"abstract":"Gábor REKETTYE (2019). Value Creation 4.0- Marketing Products in the 21st Century. Transnational Press London, 251 pp, ISBN: 978-1- 912997-21-3. Reviewed by Isabel Da Silva.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2020-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45263175","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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