Prabhaker, Paul R.; Sheehan, Michael J.; Coppett, John I. - In: Journal of Business & Industrial Marketing 12 (1997) 3/4, pp. 222-235
Changes in market conditions and trends often point to the need for changes in the marketing approaches being used. Current market trends such as fierce competition and increasingly demanding customers bring into glaring focus the shortcomings of marketing approaches and vehicles developed in...