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The Role of Proactive Marketing in the Early Phases of Product Innovation

Fiona Schweitzer & Oliver Gassmann

fulltext etc. no fulltext attached
abstract
   
type conference paper (English)
   
keywords
   
name of conference 2012 Global Marketing Conference (GMC) (Seoul, Republic of Korea)
date of conference 19-7-2012
title of proceedings Globalization and Marketing Performance
review not reviewed
   
citation Schweitzer, F., & Gassmann, O. (2012). The Role of Proactive Marketing in the Early Phases of Product Innovation. In Globalization and Marketing Performance.