Piar.pl_nr3_30_Nauka_Triu... 174 kB *

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Piar.pl_nr3_30_Nauka_Triu... 174 kB *
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JOURNAL OF PUBLIC RELATIONS RESEARCH, 17(2), 171–189, 2005,
Lawrence Erlbaum Associates, Inc.
Triumfujący etnocentryzm:
rola tożsamości
w praktyce przypadku
międzynarodowych
praktyk public relations
Yoonhyeung Choi i Glen T. Cameron
Szkoła Dziennikarstwa
University of Missouri–Columbia
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