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Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research (Association for Consumer Research)
Rok: 1999
ISBN: 9780761910008
OKCZID: 110182689
Citace (dle ČSN ISO 690):
BEARDEN, William O. Handbook of marketing scales: multi-item measures for marketing and consumer behavior research. 2nd ed. London: Sage Publications, 1999. xiv, 537 s.
Anotace
`Marketing scholars and marketing research practitioners will find this book useful. It offers an excellent sourcebook for a variety of scales, and the reviews of the scales are thoughtful and well crafted. The book includes many of the most widely used scales in the field. Its relatively modest price will also make it particularly attractive' - Journal of Marketing Research This Second Edition of the highly successful Handbook of Marketing Scales is an essential, time-saving resource for all marketing professionals, researchers, and graduate students. After an exhaustive search of the field's major publications, they have included only those measures of most use to researchers.