The theory of communicative language: Political economy for multiple civilizations

Guest editorial

“…Moreover, marketers are uniquely positioned to shape the future because they are skilled in molding consumer consciousness and routinely track internal and external signals critical to foreseeing opportunities and threats (Bilgin, 2010;Mendonça et al, 2012). Central to successful business-to-consumer marketing is ascertaining consumers' preferences accurately despite high uncertainty.…”