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Keywords: Personal selling
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (1998) 15 (4): 246–256.
Published: 01 August 1998
... orientation as measured by Hofstede’s collectivism index. The central hypothesis is that countries with a higher score on the collectivism index are likely to favour personal selling promotion tools than will countries with a lower score. This hypothesis is tested with two separate samples of clothing...
