search query: @author Korgaonkar, P. / total: 4
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| Author: | Korgaonkar, P. Karson, E. Lund, D. |
| Title: | Direct marketing: a comparison of Hispanic and non-Hispanic perspectives |
| Journal: | International Journal of Advertising
2001 : VOL. 20:1, p. 25-47 |
| Index terms: | Direct selling Consumer behaviour USA |
| Language: | eng |
| Abstract: | This article deals with the attitudes, beliefs and purchase behaviour of Hispanic and non-Hispanic consumers in the U.S. in the context of direct marketing (DM). Dealt with are social role and image, benefit of DM to the economy, and concerns about materialism. |
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