Richard Pollay reviews Firat-Dholakia-Bagozzi (edited) PRTM book
What is it about?
[This specific link takes you to the review by Richard Pollay of Firat-Dholakia-Bagozzi edited book. For the book itself, do a Google Scholar search of the title along with editors names]...
Why is it important?
The book has had deep impacts. It is hard to find these days, but here are some of the impacts: http://goo.gl/XPzsc7
The following have contributed to this page: Professor Richard P Bagozzi and Dr Nikhilesh Dholakia