Conducting field-based, discovery-oriented research: lessons from our market orientation research experience
Author:
Publisher
Springer Science and Business Media LLC
Subject
Marketing
Link
http://link.springer.com/article/10.1007/s13162-017-0088-5/fulltext.html
Reference13 articles.
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4. Jaworski, B. J. (1988). Towards a theory of marketing control: Environmental context, control types and consequences. Journal of Marketing, 52(3), 23–39.
5. Jaworski, B. J., & MacInnis, D. J. (1989). Marketing jobs and management controls: Toward a framework. Journal of Marketing Research, 26, 406–419.
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