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Major Mistakes Made in Cross-Cultural Marketing Research

  • Ford J
Projectics / Proyéctica / Projectique (2019) n°21(3) 13-21
DOI: 10.3917/proj.021.0013
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Abstract

La recherche cross-culturelle en marketing s’est fortement développée ces dernières années. Toutefois certaines erreurs majeures persistent. John Ford de l’Université Old Dominion (USA) pointe les plus récurrentes et propose des pistes pour les éviter.

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APA

Ford, J. B. (2019). Major Mistakes Made in Cross-Cultural Marketing Research. Projectics / Proyéctica / Projectique, n°21(3), 13–21. https://doi.org/10.3917/proj.021.0013

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