Developing new marketing strategy theory : addressing the limitations of a singular focus on firm financial performance
Year of publication: |
December 2015
|
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Authors: | Bharadwaj, Sundar |
Published in: |
AMS review : official publication of the Academy of Marketing Science. - New York : Springer, ISSN 1869-814X, ZDB-ID 2651955-0. - Vol. 5.2015, 3/4, p. 98-102
|
Subject: | Stakeholders | Short-termism | Intangibles | Sustained firm performance | Unternehmenserfolg | Firm performance | Stakeholder | Marketingmanagement | Marketing management | Immaterielle Werte | Intangible assets | Strategisches Management | Strategic management |
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