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Handbook of Marketing Scales

其他書名	Multi-Item Measures for Marketing and Consumer Behavior Research
出版	SAGE, 1999-11-12
主題	Business & Economics / Consumer BehaviorBusiness & Economics / Marketing / ResearchBusiness & Economics / Sales & Selling / GeneralReference / Research
ISBN	076191000X9780761910008
URL	http://books.google.com.hk/books?id=mgmSee2bYJwC&hl=&source=gbs_api
EBook	SAMPLE

註釋`Marketing scholars and marketing research practitioners will find this book useful. It offers an excellent sourcebook for a variety of scales, and the reviews of the scales are thoughtful and well crafted. The book includes many of the most widely used scales in the field. Its relatively modest price will also make it particularly attractive' - Journal of Marketing Research

This Second Edition of the highly successful Handbook of Marketing Scales is an essential, time-saving resource for all marketing professionals, researchers, and graduate students. After an exhaustive search of the field's major publications, they have included only those measures of most use to researchers.