The push for holistic perspectives: from consumers to people

Ick-Sang Roh and Jay W. Shim

Understanding consumer values is one of the most critical elements in any successful marketing strategy and planning.

The push for holistic perspectives: from consumers to people

Ick-Sang Roh and Jay W. ShimHankook Research, Korea

PROLOGUE

When a ton of rock is pushed over an ocean cliff with a force of ten horsepower, every rock with similar size and weight will fall on...

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