Journal of Marketing · 1974 · 150 citations · 0 references
BusinessMarketingMarketing ManagementBusiness-to-business MarketingMarketing StrategyStrategic MarketingCustomer RetentionDirect MarketingInternal MarketingMarketing PlanningMarketing CapabilitiesResource-constrained MarketingShortage Management
What is the role of company marketing during a period of shortage?