Marketing Under Uncertainty: The Logic of an Effectual Approach
| Year of publication: |
2009
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|---|---|
| Authors: | Read, Stuart ; Dew, Nicholas ; Sarasvathy, Saras D. ; Song, Michael ; Wiltbank, Robert |
| Published in: |
Journal of marketing. - Chicago, Ill : Publications Group of the American Marketing Association, ISSN 0022-2429, ZDB-ID 2183183. - Vol. 73.2009, 3, p. 1-18
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