Antecedents and Outcomes of Marking Strategy Comprehensiveness

Janet Y. Murray; Kwaku Atuahene-Gima

Antecedents and Outcomes of Marking Strategy Comprehensiveness

University of Missouri-St. Louis

Research output: Contribution to journal › Article › peer-review

Original language	American English
Journal	Journal of Marketing
Volume	68
State	Published - 2004

Disciplines

Business

Cite this

@article{017c6a8ae34a48fcb7f8f8472d704fe2,

title = "Antecedents and Outcomes of Marking Strategy Comprehensiveness",

author = "Murray, \{Janet Y.\} and Kwaku Atuahene-Gima",

note = "Comprehensiveness has long been recognized as a key feature of marketing strategy decision making. However, few studies have examined its antecedents and the co...",

year = "2004",

language = "American English",

volume = "68",

journal = "Journal of Marketing",

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TY - JOUR

T1 - Antecedents and Outcomes of Marking Strategy Comprehensiveness

AU - Murray, Janet Y.

AU - Atuahene-Gima, Kwaku

N1 - Comprehensiveness has long been recognized as a key feature of marketing strategy decision making. However, few studies have examined its antecedents and the co...

PY - 2004

Y1 - 2004

UR - https://www.jstor.org/stable/30162014?seq=1#page_scan_tab_contents

M3 - Article

VL - 68

JO - Journal of Marketing

JF - Journal of Marketing

ER -

Antecedents and Outcomes of Marking Strategy Comprehensiveness

Disciplines

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Cite this