Methodological Issues in Macromarketing

  • Alladi Venkatesh, Nikhilesh Dholakia
  • Journal of Macromarketing, December 1986, SAGE Publications
  • DOI: 10.1177/027614678600600207

Pioneering comprehensive look at methodological issues in macromarketing

What is it about?

Alladi Venkatesh and Nikhilesh Dholakia collaborated to produce this first systematic look into the methodological challenges and approaches in the then-relatively-nascent field of macromarketing.

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The following have contributed to this page: Dr Nikhilesh Dholakia