Briefly explain the social research of Everett Rogers regarding diffusion of innovations, characteristics of innovations, and adopter

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Briefly explain the social research of Everett Rogers regarding diffusion of innovations, characteristics of innovations, and adopter categories. How does the adoption process in Asia differ from the traditional Western model?

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Global Marketing Management

ISBN: 9780130332714

4th Edition

Authors: Warren J. Keegan, Mark C. Green

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