This volume includes the full proceedings from the 2009 World Marketing Congress held in Oslo, Norway with the theme Marketing in Transition: Scarcity, Globalis

Marketing and communications are ever-evolving areas, with trends and issues quickly emerging, and often fading just as fast. An evergreen issue that continues

Macro-social marketing is an approach to solving wicked problems. Wicked problems include obesity, environmental degradation, smoking cessation, fast fashion, g

Business development in the contemporary world takes place in an economically, politically, and socially complex environment. Today, it is necessary to recogniz