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Keywords: Cash flow
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2021) 39 (3): 454–468.
Published: 12 October 2020
..., cross-selling to existing customers and supporting customers). Originality/value This study contributes to the literature of marketing responses to COVID-19 by examining the cash flows effects of various marketing responses. It also contributes to the business processes based on marketing strategy...
