When do firms invest in offensive and/or defensive marketing?

Journal of Business Research

Volumn 62, Issue 7, 2009, Pages 745-749

  Bridges, Eileen ^a   Freytag, Per V ^b  

^a KENT STATE UNIVERSITY   (United States)

^b UNIVERSITY OF SOUTHERN DENMARK   (Denmark)

Author keywords

Competitive intensity; Constituency engagement; Offensive and defensive marketing strategy; Technology adoption

Indexed keywords

EID: 67349130789     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2008.06.003     Document Type: Article

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