“Where the East Kisses the West”: Marketing Convergence and Divergence in the New Europe Editorial to the Special Section

Abstract

This special section contains articles based on selected papers presented during the 7th EMAC Regional Conference hosted by the School of Economics and Business, University of Sarajevo, Bosnia and Herzegovina in 2016. Following the double-blind review process, 14 best articles qualified for publication in this special section. Apart from the articles tackling the issues in emerging markets, a broad range of different topics, ranging from consumer journey and international branding to strategic issues are also included in this special issue.