Items where Author is "Erguncu, Selin"

Journal Article

Pauwels, Koen and Erguncu, Selin and Yildirim, Gokhan (2013) Winning hearts, minds and sales : how marketing communication enters the purchase process in emerging and mature markets. International Journal of Research in Marketing, 30 (1). pp. 57-68. ISSN 0167-8116

Contribution in Book/Report/Proceedings

Erguncu, Selin and Yildirim, Gokhan (2014) How consumer mindset response and long-term marketing effectiveness differ in emerging versus mature markets. In: Brand management in emerging markets : theories and practices. IGI Global, Hershey, Pa.. ISBN 9781466662421