TY - BOOK AU - Ford,John B. TI - Major mistakes made in cross-cultural marketing research PY - 2019///. N1 - 40 N2 - Cross-cultural marketing research has developed greatly in recent years. However, some major errors persist. John Ford of Old Dominion University (US) points out the most recurrent ones and suggests ways to avoid them UR - https://shs.cairn.info/journal-projectics-2018-3-page-13?lang=en ER -