Advancing marketing theory and practice: guidelines for crafting research propositions
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DOI: 10.1007/s13162-021-00215-x
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References listed on IDEAS
- Adrian Payne & Pennie Frow & Andreas Eggert, 2017. "The customer value proposition: evolution, development, and application in marketing," Journal of the Academy of Marketing Science, Springer, vol. 45(4), pages 467-489, July.
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- Reitsamer, Bernd F. & Becker, Larissa, 2024. "Customer journey partitioning: A customer-centric conceptualization beyond stages and touchpoints," Journal of Business Research, Elsevier, vol. 181(C).
- Yineth Paola Lievano Pulido & Maria Angeles Ramon-Jeronimo, 2023. "Green Marketing: A Bibliographic Perspective," Sustainability, MDPI, vol. 15(24), pages 1-25, December.
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- Bruno Lussier & Nawar Chaker & Nathaniel Hartmann & Deva Rangarajan, 2022. "Lone wolf tendency and ethical behaviors in sales: Examining the roles of perceived supervisor support and salesperson self-efficacy," Post-Print hal-03707345, HAL.
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Keywords
Marketing theory development; Research propositions; Foundational premises; Concepts; constructs;All these keywords.
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