Unit 6a - Business and Marketing Theories: Mass Market Theory
Readings |
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- Fashion adoption: A rebuttal to the `Trickle-down' theory
- King, C. W. (1963). Fashion adoption: A rebuttal to the "trickle-down"
theory. In S.A. Greyser (Ed.) Toward scientific marketing (pp.
108-125). American Marketing Association.
- Fashion diffusion. Journal of Home Economics
- Grindereng, M. P. (1967). Fashion diffusion. Journal of Home Economics,
59, 171-174.
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