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General alliance experience, uncertainty, and marketing alliance governance mode choice
Li, Ning; Boulding, William; Staelin, Richard - In: Journal of the Academy of Marketing Science 38 (2010) 2, pp. 141-158
Persistent link: https://www.econbiz.de/10003980414
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Pulling the Plug to Stop the New Product Drain
Boulding, William; Morgan, Ruskin; Staelin, Richard - In: Journal of marketing research : JMR 34 (1997) 1, pp. 164-176
Persistent link: https://www.econbiz.de/10006675248
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Mastering the Mix: Do Advertising, Promotion, and Sales Force Activities Lead to Differentiation?
Boulding, William; Lee, Eunkyu; Staelin, Richard - In: Journal of marketing research : JMR 31 (1994) 2, pp. 159-172
Persistent link: https://www.econbiz.de/10006687059
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A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions
Boulding, William; Kalra, Ajay; Staelin, Richard; … - In: Journal of marketing research : JMR 30 (1993) 1, pp. 7-27
Persistent link: https://www.econbiz.de/10006690610
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Strategic marketing and marketing strategy: domain, definition, fundamental issues and foundational premises
Li, Ning; Boulding, William; Staelin, Richard - In: Journal of the Academy of Marketing Science 38 (2010) 2, pp. 119-141
Persistent link: https://www.econbiz.de/10008392821