Commentary on “The Essence of Business Marketing Theory, Research and Tactics: Contributions by theJournal of Business-to-Business Marketing,” by Lichtenthal, Mummalaneni, and Wilson: A Paradigm Shift and Prospection Through Expanded Roles of Buyers an...

Naresh K. Malhotra, Can Uslay, Nelson Oly Ndubisi
  • Journal of Business-to-Business Marketing, May 2008, Taylor & Francis
  • DOI: 10.1080/15470620802026157

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http://dx.doi.org/10.1080/15470620802026157

The following have contributed to this page: Dr Can Uslay and Professor Nelson Oly Ndubisi