PARADIGMS IN CONSUMER BEHAVIOR
A paradigm influences Iv/tat we see and conceive about certain facts. Paradigm can also influence what we accept as a truth. Yet, the debate over which paradigm and methodology is best suit for marketing and consumer behavior has begun since I980s. Many researchers criticized the domination of logic...
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[Yogyakarta] : Universitas Gadjah Mada
2002
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