Edited by Shankar Ganesan
Chapter 11: Putting the Cart Before the Horse: Short-term Performance Concerns as Drivers of Marketing-Related Investments
11 Putting the cart before the horse: short-term performance concerns as drivers of marketing-related investments Anindita Chakravarty and Rajdeep Grewal The year 2002 was recognized as a time of far-reaching corporate reform, with the enactment o...
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