Building a compelling underdog consumption experience
Tao (Tony) Gao, Lee P. McGinnis
| Year of publication: |
2020
|
|---|---|
| Authors: | Gao, Tao ; McGinnis, Lee Phillip |
| Published in: |
Journal of small business strategy. - Murfreesboro, TN : Middle Tennessee State University, ISSN 2380-1751, ZDB-ID 2472054-9. - Vol. 30.2020, 2, p. 93-105
|
| Subject: | Business underdogs | Underdog consumption experience | Underdog affection | Underdog effect | Marketing strategy | Customer experience | Small business | Entrepreneurship | Konsumentenverhalten | Consumer behaviour | KMU | SME | Marketingmanagement | Marketing management | Unternehmensgründung | Business start-up | Beziehungsmarketing | Relationship marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012265446