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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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This page is a summary of: Methodological Issues in Macromarketing, Journal of Macromarketing, December 1986, SAGE Publications, DOI: 10.1177/027614678600600207.
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