@incollection{,
	
					
					
					6EC870E3030C51369B2EE932814EE57C
				,
	author={{Dr. Rana MuhammadUmar} and {SalmanSaleem} and {HinaUsman} and {Muhammad Ali Jinnah University Islamabad Pakistan}},
	journal={{Global Journal of Management and Business Research}},
	journal={{GJMBR}}2249-45880975-585310.34257/GJMBR,
	address={Cambridge, United States},
	publisher={Global Journals Organisation}12132528
}

@book{b0,
	
	
		,
	title={{stakeholder marketing: beyond the 4 p's and the customer, cnference summary}}
		,
	author={{
			CBhattacharya
		} and {
			BLawrence
		}}
		
		
			,
	year={2007}
		
	

}

@incollection{b1,
	
	
		,
	title={{Emerging Trends in Online Advertising}}
		,
	author={{
			GBoone
		} and {
			JSecci
		} and {
			LGallant
		}}
		
		
	
	
		,
	journal={{Doxa communicacion}}
		
			5
			
			,
	year={2010}
		
	

}

@book{b2,
	
	
		,
	title={{From goods to service branding: An integrative perspective, marketing theory}}
		,
	author={{
			RBrodie
		}}
		
			,
	year={2009}
			9
			
		
	

}

@incollection{b3,
	
	
		,
	title={{Working Consumers: The Next Step in Marketing Theory?}}
		,
	author={{
			BCova
		} and {
			DDalli
		}}
		
	
	
		,
	booktitle={{Marketing Theory}}
				
			,
	year={2009}
			9
			
		
	

}

@incollection{b4,
	
	
		,
	title={{Toward a "theoretical toolbox" for sustainability research in marketing}}
		,
	author={{
			BConnelly
		} and {
			DJr
		}}
		
	
	
		,
	journal={{Academy of Marketing Science}}
		
			39
			
			,
	year={2011}
		
	

}

@incollection{b5,
	
	
		,
	title={{Mixedindicators model for identifying emerging research areas}}
		,
	author={{
			HGuo
		} and {
			SWeingart
		} and {
			KBo¨rner
		}}
		
		
	
	
		,
	journal={{Akade´miai Kiado´}}
		
			89
			
			,
	year={2011}
		
	

}

@incollection{b6,
	
	
		,
	title={{Toward a theory of brand co-creation with implications for brand governance}}
		,
	author={{
			MHatch
		} and {
			MSchultz
		}}
		
	
	
		,
	journal={{Journal of Brand Management}}
		
			17
			
			,
	year={2010}
		
	

}

@incollection{b7,
	
	
		,
	title={{Evaluating the Financial Impact ofBranding Using Trademarks: A Framework and Empirical Evidence}}
		,
	author={{
			AKrasnikov
		} and {
			SMishra
		} and {
			DOrozco
		}}
		
		
	
	
		,
	journal={{Journal of Marketing}}
		
			73
			
			,
	year={2009}
		
	

}

@incollection{b8,
	
	
		,
	title={{The Case for Inductive Theory Building}}
		,
	author={{
			ELocke
		}}
	
	
		,
	journal={{Journal of Management}}
		
			33
			
			,
	year={2007}
		
	

}

@book{b9,
	
	
		,
	title={{}}
		,
	author={{
			Lamarre
		} and {
			SGalarneau
		} and {
			HBoeck
		}}
		
		
		
			,
	year={2011}
		
	

}

@incollection{b10,
	
	
		,
	title={{Mobile Marketing and Consumer Behaviour Current Research Trend}}
	
	
		,
	journal={{International Journal of Latest Trends in Computing}}
		
			
		
	

}

@incollection{b11,
	
	
		,
	title={{The future of customer service}}
		,
	author={{
			GMcguinn
		}}
	
	
		,
	journal={{Irish Marketing Review}}
		
			20
			1
			
			,
	year={2009}
		
	

}

@incollection{b12,
	
	
		,
	title={{The Study of Organizational Effectiveness}}
		,
	author={{
			JPrice
		}}
	
	
		,
	journal={{The Sociological Quarterly}}
		
			13
			1
			
			,
	year={1972}
		
	

}

@incollection{b13,
	
	
		,
	title={{mobile marketing in the retailing environment: current insights and future research avenues}}
		,
	author={{
			VShankar
		} and {
			AVenkatesh
		} and {
			CHofacker
		} and {
			PNaik
		}}
		
		
		
	
	
		,
	booktitle={{The Journal of Interactive Marketing, Forthcoming}}
				
			,
	year={2010}
		
	

}

@incollection{b14,
	
	
		,
	title={{New Marketing Myopia}}
		,
	author={{
			NSmith
		} and {
			MGentile
		}}
		
	
	
		,
	booktitle={{Journal of public policy and Marketing, forthcoming}}
				
			,
	year={2010}
			
		
	

}

@incollection{b15,
	
	
		,
	title={{Why Do Consumers Buy Counterfeit Luxury Brands?}}
		,
	author={{
			KWilcox
		} and {
			HKim
		} and {
			SSen
		}}
		
		
	
	
		,
	journal={{Journal of Marketing research}}
		
			XLV
			
			,
	year={2008}
		
	

}

@book{b16,
	
	
		,
	title={{}}
		,
	author={{
			RWatson
		} and {
			LPitt
		} and {
			PBerthon
		} and {
			GZinkhan
		}}
		
		
		
		
			,
	year={2002}
			,
	publisher={Expanding}
			,
	address={U-Commerce}
		
	

}

@incollection{b17,
	
	
		,
	title={{}}
	
	
		,
	journal={{Journal of the Academy of Marketing Science}}
		
			30
			4
			
		
		
			the Universe of Marketing
		
	

}