From Market Driven to Market Driving | Trulaske College of Business // University of Missouri

Kumar, Nirmalya, Lisa K. Scheer and Philip Kotler (2000), "From Market Driven to Market Driving", European Management Journal, 18 (2), 129-142. (Excerpted and reviewed in The Antidote: The Independent Guide to Issues Currently on the Management Agenda, 28, 12-14.)

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