Marketing strategy implementation impediments and remedies : a multi-level theoretical framework within the sales-marketing interface
Year of publication: |
2022
|
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Authors: | Malshe, Avinash ; Hughes, Douglas E. ; Good, Valerie ; Friend, Scott B. |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 39.2022, 3, p. 824-846
|
Subject: | Marketing strategy implementation | Sales-marketing interface | Cross-functional coordination | Informal networks | Qualitative |
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