Factors influencing the relative importance of marketing strategy creativity and marketing strategy implementation effectiveness

Industrial Marketing Management

Volumn 39, Issue 4, 2010, Pages 551-559

  Slater, Stanley F ^a   Hult, G Tomas M ^b   Olson, Eric M ^c  

^a Department of Environmental and Radiological Health Sciences   (United States)

^b MICHIGAN STATE UNIVERSITY   (United States)

^c UNIVERSITY OF COLORADO   (United States)

Author keywords

Marketing strategy creativity; Marketing strategy implementation; Performance; Strategy types

Indexed keywords

EID: 77952886660     PISSN: 00198501     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.indmarman.2008.03.007     Document Type: Article

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