Maria Piacentini

This book demonstrates that marketing scholarship has much to contribute to our understanding of consumer vulnerability and potential solutions. It brings to the fore ways in which so‐called vulnerable consumers navigate various marketplace and service interactions and develop specific consumer skills in order to empower themselves in such exchanges. Meer

With globalisation taking centre stage in the business world and multiculturalism affecting markets and societies, there is a need to understand the ways that customers respond to the changing marketplace from international and multicultural perspectives. Meer