Offensive versus defensive marketing : what is the optimal spending allocation?
Year of publication: |
2012
|
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Authors: | Martín Herrán, Guiomar ; McQuitty, Shaun ; Sigué, Simon Pierre |
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. 29.2012, 2, p. 210-219
|
Subject: | Marketingmanagement | Marketing management | Allokationseffizienz | Allocative efficiency | Marktanteil | Market share | Wettbewerbsvorteil | Competitive advantage | Vertriebskosten | Distribution costs |
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