Spontaneity and international marketing performanceTools Souchon, Anne L. and Hughes, Paul and Farrell, Andrew M. and Nemkova, Ekaterina and Oliveira, Joao S. (2016) Spontaneity and international marketing performance. International Marketing Review, 33 (5). pp. 671-690. ISSN 0265-1335
AbstractPurpose – The purpose of this paper is to ascertain how today’s international marketers can perform better on the global scene by harnessing spontaneity.
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