Why, how and to what effect do firms deviate from their intended marketing plans?: Towards a taxonomy of post plan improvisations

Author: Whalen Peter S.   Boush David M.  

Publisher: Emerald Group Publishing Ltd

ISSN: 0309-0566

Source: European Journal of Marketing, Vol.48, Iss.3-4, 2014-04, pp. : 453-476

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