Services marketing practices in diverse cultures: Canada compared to Qatar
Purpose: The service marketing literature has traditionally argued that the marketing practices of service firms that operate in diverse cultures should also differ. This paper aims to investigate this argument by examining the marketing practices of service firms in two highly diverse countries “Ca...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Group Holdings Ltd.
2019
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |