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Chapter title |
Western Marketing Education in the Arab World: Where are we in the ‘Adapt’ Versus ‘Standardize’ Debate?
|
---|---|
Chapter number | 232 |
Book title |
The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World
|
Published by |
Springer International Publishing, January 2017
|
DOI | 10.1007/978-3-319-50008-9_232 |
Book ISBNs |
978-3-31-950006-5, 978-3-31-950008-9
|
Authors |
Nnamdi O. Madichie |
Editors |
Colin L. Campbell |