Understanding the Effects of Plural Marketing Structures on Alliance Performance

  • Eric (ER) Fang, Jongkuk Lee, Robert Palmatier, Zhaoyang Guo
  • Journal of Marketing Research, August 2016, American Marketing Association (AMA)
  • DOI: 10.1509/jmr.13.0318

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http://dx.doi.org/10.1509/jmr.13.0318