Creating Long-Term Marketing Health

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

2 Scopus citations

Abstract

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

@article{dc695f49cab849fd9eaec14be93b04d5,

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",

publisher = "American Marketing Association",

number = "1",

}

TY - JOUR

T1 - Creating Long-Term Marketing Health

AU - Lusch, Robert F.

PY - 2000/3

Y1 - 2000/3

N2 - CMOs must champion the message and argue that marketing is an asset.

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

UR - https://www.scopus.com/pages/publications/0012642925

UR - https://www.scopus.com/pages/publications/0012642925#tab=citedBy

M3 - Article

AN - SCOPUS:0012642925

SN - 1061-3846

VL - 9

SP - 17

JO - Marketing Management

JF - Marketing Management

IS - 1

ER -