Concepedia

Resource-constrained Marketing

Resource-Constrained Marketing is a strategic marketing approach that systematically optimizes limited financial, human, and technological resources to achieve maximum market impact, distinguishing itself from conventional marketing by its emphasis on efficiency, agility, and lean deployment of inputs.

33

Publications

2.5K

Citations

71

Authors

41

Institutions

Publications per year

2017–2026

8

Parents

Publications

33

The performance impact of marketing resources

Graham Hooley, Gordon E. Greenley, John W. Cadogan et al. · Journal of Business Research · 2003 · 695 citations

, , +14

The service-dominant logic and a hierarchy of operant resources: developing masterful operant resources and implications for marketing strategy

Sreedhar Madhavaram, Shelby D. Hunt · Journal of the Academy of Marketing Science · 2007 · 500 citations

, , +14

How marketing scholars might help address issues in resource-based theory

Jay B. Barney · Journal of the Academy of Marketing Science · 2013 · 161 citations

, , +14

Marketing during Periods of Shortage

Philip Kotler · Journal of Marketing · 1974 · 150 citations

, , +10

Dealing with Limited Financial Resources: A Marketing Challenge for Small Business

J. Donald Weinrauch, O. Karl Mann, Patricia A. Robinson et al. · Journal of Small Business Management · 1991 · 107 citations

, , +15

1–5 of 33

Authors

71

  1. MK
    Murali K. Mantrala

    University of Missouri, United States

    3 publications · 196 citations

    3

    h-index

  2. AA
    Andris A. Zoltners

    Northwestern University, United States

    2 publications · 143 citations

    2

    h-index

  3. AS
    Albert Smart

    Northern Illinois University, United States

    2 publications · 36 citations

    2

    h-index

  4. NH
    Nessim Hanna

    Northern Illinois University, United States

    2 publications · 36 citations

    2

    h-index

  5. AH
    A. H. Kizilbash

    James A. Haley Veterans' Hospital, United States

    2 publications · 36 citations

    2

    h-index

1–5 of 71

Institutions

41

  1. Northwestern University

    Evanston, United States

    4 h-index

    5 publications

    428 citations

  2. Georgia State University

    Atlanta, United States

    2 h-index

    5 publications

    348 citations

  3. University of Missouri

    Columbia, United States

    1 h-index

    1 publications

    53 citations

  4. Aston University

    Birmingham, United Kingdom

    1 h-index

    3 publications

    2.1K citations

  5. Texas A&M University

    College Station, United States

    1 h-index

    1 publications

    19 citations

  6. Northern Illinois University

    DeKalb, United States

    1 h-index

    3 publications

    42 citations

  7. Rhode Island College

    Providence, United States

    1 h-index

    2 publications

    48 citations

  8. Hong Kong Polytechnic University

    Hong Kong, Hong Kong

    1 h-index

    2 publications

    120 citations

1–8 of 41

Venues

  1. Journal of Marketing

    JM · 4 publications · 227 citations

    4

    h-index

  2. Journal of Marketing Research

    3 publications · 167 citations

    3

    h-index

  3. Journal of the Academy of Marketing Science

    2 publications · 661 citations

    2

    h-index

  4. MIS Quarterly

    2 publications · 98 citations

    2

    h-index

  5. Industrial Marketing Management

    2 publications · 105 citations

    2

    h-index

1–5