Hannah, David; Parent, Michael; Pitt, Leyland; Berthon, … - In: Business Horizons 57 (2014) 1, pp. 49-59
Marketing thrives on secrets, yet surprisingly little formal attention has been paid to how the marketing of secrecy … and the secrecy of marketing can play a significant role in contemporary organizations. We draw upon the fields of … nor marketing value. Our typology enables academics to formulate research questions regarding secrecy in marketing, and …