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Journal Articles

Consumers′ Attitudes towards Marketing Practices,Consumerism and Government Regulations: Cross‐national Perspectives

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P. Rajan Varadarajan, P.N. Thirunarayana
Journal: European Journal of Marketing
European Journal of Marketing (1990) 24 (6): 6–23.
https://doi.org/10.1108/03090569010137934
Published: 01 June 1990
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Journal Articles

The Contingency Approach: Its Foundations and Relevance to Theory Building and Research in Marketing

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Valarie A. Zeithaml, P. “Rajan” Varadarajan, Carl P. Zeithaml
Journal: European Journal of Marketing
European Journal of Marketing (1988) 22 (7): 37–64.
https://doi.org/10.1108/EUM0000000005291
Published: 01 July 1988
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