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Hardcover Measurement and Research Methods in International Marketing Book
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ISBN: 1780520948

ISBN13: 9781780520940

Measurement and Research Methods in International Marketing

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Publishing cross-national research is often a difficult endeavour as ensuring equivalence of method and measures can be challenging. Even though the importance of sound data and valid measures has long been an acknowledged, it is often problematic to follow required quality standards in concrete research situations. Against this background, this volume addresses issues pertaining to measurement and research methodology in an international marketing...

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Format: Hardcover

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$160.99
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