Abstract
Get full access to this article
View all access options for this article.
References
1.
Hakansson
H.
(1982 ), International Marketing and Purchasing of Industrial Goods: An Interaction Approach. New York : John Wiley & Sons, Inc.
2.
Webster
Frederick E.
Jr.
(1992 ), “The Changing Role of Marketing in the Corporation,” Journal of Marketing , 56 (October), 1 –17 .
3.
Zinkhan
George M.
, and
Agnes Cheng
C. S.
(1992 ), “Marketing Communication Intensity Across Industries,” Decision Sciences , 23 (May/June), 758 –69 .