When do firms invest in offensive and/or defensive marketing?
Year of publication: |
2009
|
---|---|
Authors: | Bridges, Eileen ; Freytag, Per V. |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 62.2009, 7, p. 745-749
|
Subject: | Marketingmanagement | Marketing management | Technologiewahl | Technology choice | Innovationsakzeptanz | Innovation adoption | Dänemark | Denmark |
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