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A Commentary on “Transformative Marketing: The Next 20 Years” · Study

WorkA Commentary on “Transformative Marketing: The Next 20 Years”

Rajan Varadarajan2018

Work2018

A Commentary on “Transformative Marketing: The Next 20 Years”

Rajan Varadarajan

64 citations·0/0 files stored·Journal of Marketing

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Marketing and Advertising Strategies Digital Marketing and Social Media Service and Product Innovation

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References

1991Firm Resources and Sustained Competitive Advantage 1997Dynamic capabilities and strategic management 1996Toward a knowledge‐based theory of the firm 1992Knowledge of the Firm, Combinative Capabilities, and the Replication of Technology 1993Strategic assets and organizational rent 1994The Capabilities of Market-Driven Organizations 2001Toward a synthesis of the resource‐based and dynamic‐capability views of rent creation 1998Market-Based Assets and Shareholder Value: A Framework for Analysis

Cited by

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Details

Year2018

Typeeditorial

Published2018-06-11

VenueJournal of Marketing

ISSN-L0022-2429

Languageen

Citations64

Files0 public / 0

ShelfMarketing and Advertising Strategies

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doi10.1509/jm.82.43

openalex_workW2808621242

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