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Journal Articles

Successful marketing by multinational firms to the bottom of the pyramid: connecting share of heart, global “umbrella brands”, and responsible marketing

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Van R. Wood, Dennis A. Pitta, Frank J. Franzak
Journal: Journal of Consumer Marketing
Journal of Consumer Marketing (2008) 25 (7): 419–429.
https://doi.org/10.1108/07363760810915635
Published: 31 October 2008
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Journal Articles

Nurturing an effective creative culture within a marketing organization

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Dennis A. Pitta, Van R. Wood, Frank J. Franzak
Journal: Journal of Consumer Marketing
Journal of Consumer Marketing (2008) 25 (3): 137–148.
https://doi.org/10.1108/07363760810870635
Published: 02 May 2008
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