Is the marketing concept always necessary?: The effectiveness of customer, competitor and societal strategies in business environment types

European Journal of Marketing

Volumn 42, Issue 1-2, 2008, Pages 222-237

  Ward, Steven ^a   Lewandowska, Aleksandra ^a  

^a MURDOCH UNIVERSITY   (Australia)

Author keywords

Business environment; Competitors; Marketing strategy; Marketing theory; Social marketing

Indexed keywords

EID: 38949166772     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090560810840989     Document Type: Article

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