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| Author: | Mouzas, S. |
| Title: | Marketing action in network |
| Journal: | European Journal of Marketing
2006 : VOL. 40:11-12, p. 1271-1291 |
| Index terms: | business-to-business Germany marketing networks product development |
| Language: | eng |
| Abstract: | This paper describes and explains how organization develop and implement marketing action within their surrounding business network. The empirical case study research covers periods 1993-1998 and 2002-2003 in manufacturer-retailer networks in Germany. The results show for example, that marketing action is seen as an inventive stream of finding and doing what is possible for each organization in its respective network. |
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