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Audience Measurement in the Dual Economies


“Audience Measurement in the ‘Dual Economies’ of Poor Countries: Globalization of ‘Professional’ Culture Raises New Issues and Opportunities:

A Case Study from Pakistan.” In Marketing Research Best Practice: 30 Visions for the Future 2003, ed. Peter Mouncey and Frank Wimmer. Amsterdam, Netherlands: ESOMAR, 2003. Pp.317-37.