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International Marketing 17th Edition by Philip Cateora,John Graham,Mary Gilly
Edition 17ISBN: 978-0077842161International Marketing 17th Edition by Philip Cateora,John Graham,Mary Gilly
Edition 17ISBN: 978-0077842161 Exercise 4
The text discusses stereotypes, ethnocentrism, degree of economic development, and fads as the basis for generalizations about country-of-origin effect on product perception. Explain each and give an example.
Explanation
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Country-of-origin effect (COE) is also k...
International Marketing 17th Edition by Philip Cateora,John Graham,Mary Gilly
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