International Journal of Marketing Theory (IJMT) is an academic and professional peer-reviewed international journal covering the broad area of marketing issues & operations, as well as, trade policies, rules, trade-related agencies & organizations. The objective of IJMT is to bring together and share marketing and trade interests from different disciplines around the world. The Journal aims to establish and promote effective communication channels between business managers, academic and research institutions with trade scholars, government institutions and domestic/international trade agencies & organizations. International Journal of Marketing Theory publishes empirical, conceptual and applied research papers, case studies, technical reports, comments and book reviews, dealing with current practices, future prospects, development and trends in the field of marketing science, trade policies, rules, trade-related agencies and organizations.