TOC: Mar Scales Handbook
Marketing Scales Handbook, 7, by Gordon C. Bruner II
Volume 7 of the Marketing Scales Handbook series has been released. The book, authored by Gordon C. Bruner II (Professor Emeritus, Southern Illinois University), contains reviews of 364 multi-item measurement scales that have been used in consumer research published in the Journal of Marketing and other top marketing journals. The contents of this volume are overwhelmingly new and are not in the previous volumes.
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