COMMUNICATIONS BETWEEN ORGANIZATIONS AND THEIR MARKETS IN EMERGING ECONOMIES: A RESEARCH AGENDA
Most marketing, and particularly marketing communications concepts and approaches, have been developed and codified in western economies. Academicians and professionals have then tried to export those concepts to emerging markets, often with little success. In this paper, we argue many of those conc...
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| Published in: | Organizations and Markets in Emerging Economies |
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| Main Author: | |
| Format: | Artigo |
| Language: | Inglês |
| Published: |
Vilniaus Universitetas
2010
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| Subjects: | |
| Online Access: | https://www.redalyc.org/articulo.oa?id=692375807004 |
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