University Library: MKT/711: Marketing and Managing the Customer Relationship: Week 1

Marketing Environment and Marketing Functions

Adams, P., Bodas Freitas, I. M., & Fontana, R. (2019). Strategic orientation, innovation performance and the moderating influence of marketing management. Journal of Business Research, 97, 129-140.
Hughes, P., Hodgkinson, I. R., Morgan, R. E., Hughes, M., & Hughes, C.-H. L. (2020). Product-market planning capability and profitability. Industrial Marketing Management, 90, 370-379.
Strandvik, T., Holmlund, M., & Lähteenmäki, I. (2018). “One of these days, things are going to change!” How do you make sense of market disruption? Business Horizons, 61(3), 477-486.

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