Creating Long-Term Marketing Health

Robert F. Lusch

Research output: Contribution to journal › Article › peer-review

2 Scopus citations

Abstract

CMOs must champion the message and argue that marketing is an asset.

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title = "Creating Long-Term Marketing Health",

abstract = "CMOs must champion the message and argue that marketing is an asset.",

author = "Lusch, {Robert F.}",

year = "2000",

month = mar,

language = "English (US)",

volume = "9",

pages = "17",

journal = "Marketing Management",

issn = "1061-3846",

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