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Keywords: Marketing planning
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Journal Articles
Nature and antecedents of a marketing approach according to Italian SME entrepreneurs: A structural equation modeling approach
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International Journal of Entrepreneurial Behavior & Research (2011) 17 (4): 342–360.
Published: 14 June 2011
...” view of marketing planning (Levitt, 1960), insofar as they neglect any role of marketing as a strategic tool, as postulated in the relationship marketing paradigm, or as a strategic orientation, as postulated in the inductional marketing paradigm. There is reason to believe that such a “myopia” among...
