The Cultural Knowledge Perspective: Insights on Resource Creation for Marketing Theory, Practice, and Education
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DOI: 10.1177/02761467211055061
Abstract: Marketing researchers and marketers have long focused on the importance of resources: organizations having enough raw materials, advertising budget, distribution and supply facilities, data, technology, money, connections, time, or employees. However, these only become valuable… read more here.
Keywords: cultural knowledge; resource creation; knowledge perspective; marketing ... See more keywords