haku: @author Dacko, S. / yhteensä: 2
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| Tekijä: | Rosa, J. Dacko, S. |
| Otsikko: | The role of retentions in how marketing managers change their strategic orientation |
| Lehti: | Journal of Marketing Management
1995 : AUG, VOL. 11:6, p. 525-546 |
| Asiasana: | MARKETING MANAGEMENT CHANGE |
| Kieli: | eng |
| Tiivistelmä: | This study looks at how a marketing organization changed its strategic orientation in response to environmental factors, and at the influence of retentions on the change effort. Retentions are defined here as the concepts and mental models used by marketing managers when trying to respond to environmental changes. The influence of retentions on strategic orientation and factors affecting how retentions change are studied. |
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