By Jens Giere,Bernd W. Wirtz

Jens Giere identifiziert zwei zentrale Dimensionen der Marketingflexibilität und betrachtet die Erfolgswirkung vor dem Hintergrund moderierender Faktoren.

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Marketingflexibilität: Eine empirische Analyse ihrer Konzeptionalisierung, Operationalisierung und Erfolgswirkung (Marktorientierte Unternehmensführung und Internetmanagement) (German Edition) by Jens Giere,Bernd W. Wirtz


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