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Developing a distinctive consumer marketing organization

✍ Scribed by Nora Aufreiter; Mike George; Liz Lempres

Book ID
104657006
Publisher
Springer
Year
1996
Weight
635 KB
Volume
1
Category
Article
ISSN
1382-3019

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This article examines an innovative international marketing tool for understanding multicountry consumer decision making. Two personal interview studies of consumers, one from the United States and the other from Germany, are subjected to a content analysis and statistical routines to examine need r