Document Type

Book Chapter

Publication Date


Publication Title

Marketing: a Return to Broader Dimensions


Author Posting. © American Marketing Association, 1988. This chapter is posted here by permission of the American Marketing Association for personal use, not for redistribution. The article was published in Marketing: a Return to Broader Dimensions, edited by Stanley Shapiro and AH Walle.

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Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

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