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Keywords: Marketing policy
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2012) 46 (1-2): 5–30.
Published: 10 February 2012
...Jack Cadeaux; Adrian Ng Purpose This paper aims to present a meta‐analysis to test the competing hypotheses that arise from structural contingency theory (SCT) and transaction cost analysis (TCA) about how environmental uncertainty affects the strategic marketing policy of forward vertical...
Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (1982) 16 (4): 3–26.
Published: 01 April 1982
.... It is a radical and provocative think‐piece worthy of widespread attention amongst senior marketeers, purchasing and distribution executives. © MCB UP Limited 1982 Consumerism Customer relations Independence Marketing policy Restrictive practices I3 Customer Policy as an Alternative Orientation...
