Marketing-operations alignment : a review of the literature and theoretical background
Year of publication: |
2018
|
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Authors: | Kedwadee Sombultawee ; Sakun Boon-itt |
Published in: |
Operations research perspectives. - Amsterdam [u.a.] : Elsevier, ISSN 2214-7160, ZDB-ID 2821932-6. - Vol. 5.2018, p. 1-12
|
Subject: | OR in marketing | Alignment | Configuration theory | Marketing strategy | Operations strategy | Strategisches Management | Strategic management | Marketingmanagement | Marketing management | Marketingtheorie | Marketing theory |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Other identifiers: | 10.1016/j.orp.2017.11.001 [DOI] hdl:10419/246334 [Handle] |
Source: | ECONIS - Online Catalogue of the ZBW |
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