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Dickinson et al., 2008 - Google Patents

Maximising performance gains from cooperative marketing: understanding the role of environmental contexts

Dickinson et al., 2008

Document ID
2158600088921712825
Author
Dickinson S
Ramaseshan B
Publication year
Publication venue
Journal of Marketing Management

External Links

Snippet

Understanding the situational relevance of strategy is vital given that strategies have varying utilities under different environmental settings which result in performance variations. Research remains silent regarding the situational relevance of cooperative marketing …
Continue reading at www.tandfonline.com (other versions)

Classifications

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