ETHNOMARKETING - A NEW PARADIGM THAT REFLECTS MARKETING’S CONCERN FOR THE CULTURAL DIMENSION OF THE MARKET
Culture has often been regarded as one of the main determinants of consumer behavior and of the symbolism acquired by certain products. It is well known that states are composed of many subcultures and that cultural diversity is an ever-present topic. Culture has invaded the entire current range of...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Nicolae Titulescu University Publishing House
2012-05-01
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| Series: | Challenges of the Knowledge Society |
| Subjects: | |
| Online Access: | http://cks.univnt.ro/uploads/cks_2012_articles/index.php?dir=02_economics%2F&download=cks_2012_economics_art_030.pdf |
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