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International Marketing 15th Edition by Cateora Graham
Edition 15ISBN: 978-9339204464International Marketing 15th Edition by Cateora Graham
Edition 15ISBN: 978-9339204464 Exercise 16
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 15th Edition by Cateora Graham
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