Marketing's reputation and influence in the firm

Journal of Business Research

Volumn 65, Issue 3, 2012, Pages 446-452

  Merlo, Omar ^a   Lukas, Bryan A ^b   Whitwell, Gregory J ^b  

^a IMPERIAL COLLEGE LONDON   (United Kingdom)

^b UNIVERSITY OF MELBOURNE   (Australia)

Author keywords

Generic strategy; Marketing function; Marketing's influence; Reputation; Role of marketing

Indexed keywords

EID: 84855359159     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2011.03.002     Document Type: Article

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