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The marketing pathfinder : key concepts and cases for marketing strategy and decision making
Stewart, David; Saren, Michael A. - 2014
"This book features a unique blend of core concepts and brief, international case studies in marketing. Each chapter presents a set of core concepts, frameworks, and tools, followed by five or more short, lively international case studies illustrating how the concepts and tools can be applied in...
Persistent link: https://www.econbiz.de/10010408071
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Relational resources and competences for radical product innovation
Story, Vicky; Hart, Susan; O'Malley, Lisa - In: Journal of marketing management : MM 25 (2009) 5/6, pp. 461-481
Persistent link: https://www.econbiz.de/10003874142
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Roles, role performance, and radical innovation competences
Story, Vicky; O'Malley, Lisa; Hart, Susan - In: Industrial marketing management : the international … 40 (2011) 6, pp. 952-966
Persistent link: https://www.econbiz.de/10009354628
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The communication of marketing: a critical analysis of discursive practice
Brownlie, Douglas; Saren, Michael - In: Marketing communication : new approaches, technologies, …, (pp. 278-296). 2005
Persistent link: https://www.econbiz.de/10003247710