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The Role of Proactive Marketing in the Early Phases of Product Innovation
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The Role of Proactive Marketing in the Early Phases of Product Innovation
ISSN
1976-8699
Type
conference paper
Date Issued
2012-07-19
Author(s)
Schweitzer, Fiona
Gassmann, Oliver
Language
English
HSG Classification
not classified
Refereed
No
Book title
Globalization and Marketing Performance
Event Title
2012 Global Marketing Conference (GMC)
Event Location
Seoul, Republic of Korea
Event Date
19.-22.07.2012
URL
https://www.alexandria.unisg.ch/handle/20.500.14171/91288
Subject(s)
other research area
Division(s)
ITEM - Institute of T...
Eprints ID
215434