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World Academy of Science, Engineering and Technology

International Journal of Humanities and Social Sciences


 Vol:10, No:4, 2016

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International Scholarly and Scientific Research & Innovation 10(4) 2016 1279 ISNI:0000000091950263
World Academy of Science, Engineering and Technology
International Journal of Humanities and Social Sciences
 Vol:10, No:4, 2016

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International Scholarly and Scientific Research & Innovation 10(4) 2016 1280 ISNI:0000000091950263
World Academy of Science, Engineering and Technology
International Journal of Humanities and Social Sciences
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Open Science Index, Humanities and Social Sciences Vol:10, No:4, 2016 waset.org/Publication/10004354

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