Bridging marketing theory - practice gap to enhance firm performance: Introduction to the special issue
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DOI: 10.1016/j.jbusres.2019.06.008
Abstract: Abstract The fast pace of technology is challenging existing business practices and, consequently, widening the gap between marketing theory and practice. This special issue is intended to help bridge this gap. The articles it contains… read more here.
Keywords: marketing theory; gap; marketing; theory practice ... See more keywords
A comprehensive framework of technology in marketing: Theory and applications
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DOI: 10.51697/omr.12.4.6
Abstract: The goal of this paper is to conduct a detailed review of research on foreign market entry alliances mediated by information technology (IT). This paper offers the conceptual structure of cross- border IT interactions and… read more here.
Keywords: marketing; marketing theory; comprehensive framework; technology ... See more keywords