A cross-cultural comparison of direct mail receptivity

Journal of International Consumer Marketing

Volumn 14, Issue 4, 2002, Pages 5-24

  Laroche, Michel ^a   Pons, Frank ^a   Turmel, Andrée ^a  

^a John Molson School of Business   (Canada)

Author keywords

Cross cultural comparison; Direct mail; Receptivity process; Structural equations modeling

Indexed keywords

EID: 33846706693     PISSN: 08961530     EISSN: 15287068     Source Type: Journal    
DOI: 10.1300/J046v14n04_02     Document Type: Article

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