A theories-in-use approach to building marketing theory
Valarie A. Zeithaml, Bernard J. Jaworski, Ajay K. Kohli, Kapil R. Tuli, Wolfgang Ulaga, and Gerald Zaltman
| Year of publication: |
2020
|
|---|---|
| Authors: | Zeithaml, Valarie A. ; Jaworski, Bernard J. ; Kohli, Ajay Kumar ; Tuli, Kapil R. ; Ulaga, Wolfgang ; Zaltman, Gerald |
| Subject: | building theory | grounded theory | theories-in-use | theory construction | theory development | Grounded Theory | Grounded theory | Marketingtheorie | Marketing theory | Wissenschaftliche Methode | Scientific method |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/0022242919888477 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012176403