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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2012) 29 (3): 241–242.
Published: 27 April 2012
... insights about customers and company strategies, it does not present them as a “quick fix,” so those who are not willing to make significant changes or who are not looking for a long term solution may not get as much out of this book as they possibly could. Implementing the system seems to require a great...
Journal Articles
Strategic marketing decisions and core earnings performance:responding to earnings‐related reductions in marketing expenditures
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (1995) 12 (1): 16–31.
Published: 01 March 1995
... of core operations. Examines the impact on marketing managers of the“fallout” that may result from changes in management policies which are prompted by the perceptions of poor earnings performance. This fallout includes: challenges by upper management regarding the wisdom and effectiveness...
