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Keywords: Institutional school
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Journal Articles
Journal of Historical Research in Marketing (2011) 4 (1): 190–206.
Published: 27 January 2012
... management (Svensson, 2002a). The commodity and institutional schools have also been used as a contemporary theoretical basis for research (Svensson, 2002b). The schools that are used in this paper represent a foundation of the marketing literature in terms of content, approach, as well as theory development...
