The marketing theory or theories into marketing?Plurality of research traditions and paradigms

K. Möller, J. Pels

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

14 Citations (Scopus)
Original languageEnglish
Title of host publicationThe Sage handbook of marketing theory
EditorsPauline et al. Maclaran
Place of PublicationThousand Oaks, Calif.
PublisherSAGE Publications
ISBN (Print)978-1-84787-505-1
Publication statusPublished - 2009
MoE publication typeA3 Book section, Chapters in research books

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