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Introduction to Marketing: Theory and Practice
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  • 2019Internet of Things and social platforms: an empirical analysis from Indian consumer behavioural perspective51 cited
  • 2024Two decades of research on “masstige” marketing: A systematic literature review and future research agenda40 cited
  • 2005Creating customer value in the not-for-profit sector: a case study of the British Library32 cited
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  • 2022The impact of COVID-19 on marketing for higher education institutions in developing countries: the case of Lebanon23 cited
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  • 2015Masstige Marketing Redefined and Mapped: Introducing a Pyramid Model and an MMS Measure15 cited

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