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- W3173456862 abstract "An analysis of corporate marketing-related articles is undertaken to identify trends in the literature. It scrutinizes past, present, and future directions of corporate marketing as an organization-wide philosophy and culture. Also revisits corporate marketing rationales and components. The premises of corporate marketing are enumerated. The challenges and opportunities inherent for corporate marketing in moving to the centre ground are considered. This short paper concludes by providing summaries of the articles contained in this special section." @default.
- W3173456862 created "2021-07-05" @default.
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- W3173456862 date "2021-09-01" @default.
- W3173456862 modified "2023-10-12" @default.
- W3173456862 title "Quo Vadis Corporate Marketing?" @default.
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- W3173456862 doi "https://doi.org/10.1016/j.jbusres.2021.06.015" @default.
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