Abstract
This special issue of the Journal of Global Scholars of Marketing Science, “Bridging Asia and the World in Marketing Competitiveness,” introduces four articles selected from papers presented during the EMAC/KSMS Joint Symposium 2012 European Marketing Academy Conference held on 22–25 May 2012. The articles in this special issue discuss recent issues in marketing theory, research, and practice, connecting marketing scholars and readers in Asia and around the globe. Special issue topics embrace supplier–manufacturer relationships, green consumption, global and domestic SPA brands, and mobile direct experience in Asia and the world.
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