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Is “strategy” a dirty word?

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  • Mark B. Houston

    (Texas A&M University)

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  • Mark B. Houston, 2016. "Is “strategy” a dirty word?," Journal of the Academy of Marketing Science, Springer, vol. 44(5), pages 557-561, September.
    • Handle: RePEc:spr:joamsc:v:44:y:2016:i:5:d:10.1007_s11747-016-0481-x
    DOI: 10.1007/s11747-016-0481-x
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    References listed on IDEAS

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    1. Rebecca Hamilton, 2016. "Consumer-based strategy: using multiple methods to generate consumer insights that inform strategy," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 281-285, May.
    2. Houston, Mark B., 2004. "Assessing the validity of secondary data proxies for marketing constructs," Journal of Business Research, Elsevier, vol. 57(2), pages 154-161, February.
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    Cited by:

    1. Jochen Wirtz & Valarie Zeithaml, 2018. "Cost-effective service excellence," Journal of the Academy of Marketing Science, Springer, vol. 46(1), pages 59-80, January.

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