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Multicultural Perspectives in Customer Behaviour
Paperback
Series: Key Issues in Marketing Management
ISBN13: 9781138008922
Publisher: Routledge
Published: Jul 4 2014
Pages: 184
Weight: 0.75
Height: 0.60 Width: 6.80 Depth: 9.50
Language: English
With globalisation taking centre stage in the business world and multiculturalism affecting markets and societies, there is a need to understand the ways that customers respond to the changing marketplace from both international and multicultural perspectives. This book was originally published as a special issue of the Journal of Marketing Management.
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