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Keywords: Marketing doctrine
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2021) 38 (2): 321–342.
Published: 05 August 2020
...Yoel Asseraf; Itzhak Gnizy; Aviv Shoham Purpose Marketing doctrine (MD) refers to a “firm's unique principles, distilled from its experiences, which provide firm-wide guidance on market-facing choices” ( Challagalla et al., 2014 , p. 4). Drawing on the knowledge-based view, the purpose...
