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Current Trends in Asia and Australasian Marketing

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Many ancient nautical maps don't extend to Australia or New Zealand, and somewhere around SE Asia warn navigators not to explore further for 'there be dragons'. This issue is to dispel the myth that there are dragons still resident in the southern hemisphere and to reveal that marketing research in Australia and New Zealand is concerned with many of the same issues that face researchers around the world.
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Document Type: Editorial

Publication date: 01 March 2005

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