Adding strategic and operational value to retail and distribution

Adding strategic and operational value to retail and distribution

This ebook presents the best papers from the 4th International Conference on Contemporary Marketing Issues in June 2016 in Greece. It includes contributions from Greece, Portugal, Serbia, Slovenia, and the UK. It covers the fashion, cosmetic surgery, animal healthcare, and higher education sectors. It addresses the marketing issues of segmentation, buyer behaviour decision-making co-creation, the use of social media and identity.

A passion for fashion: the impact of social influence, vanity and exhibitionism on consumer behaviour,Chinese products for Chinese people? Consumer ethnocentrism in China,Effective social media marketing strategy: Facebook as an opportunity for universities,Guest editorial,Segmenting female consumers: high-involvement personal services,Understanding how Millennial shoppers decide what to buy: digitally connected unseen journeys,Value co-creation in high-involvement services: the animal healthcare sector

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