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Marketing Issues in Western Europe: Changes and Developments
Erdener Kaynak
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Marketing Issues in Western Europe: Changes and Developments
Erdener Kaynak
This volume examines current trends affecting marketing in Western Europe. Eight contributions from international scholars and practitioners discuss such topics as the consequences of European internal market unification, the impact of fear appeal in a cross-cultural context, and the role of domestic animosity in consumer choice. Kaynak teaches mar
192 pages, illustrations
| Mídia | Livros Hardcover Book (Livro com lombada e capa dura) |
| Lançado | 13 de junho de 2005 |
| ISBN13 | 9780789028372 |
| Editoras | Taylor & Francis Inc |
| Páginas | 184 |
| Dimensões | 148 × 210 × 17 mm · 453 g |
| Editor | Jallat, Frederic |
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