Leveraging marketing resources to strengthen stakeholder company identification
Channel relationships, market knowledge, strategic partnerships and brand equity are examples of marketing resources which firms can possess. Marketing resources are especially valuable when they are properly leveraged by agents of the firm (Srivastava, Fahey, and Christensen 2001). This dissertatio...
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| Language: | ENG |
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ScholarWorks@UMass Amherst
2012
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| Online Access: | https://scholarworks.umass.edu/dissertations/AAI3518236 |