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Evaluation of Substantive Issues in Marketing

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  • Implementing Integrated Marketing Science Modeling at a Non-Profit Organization: Balancing Multiple Business Objectives at Georgia Aquarium
    Authors: V. Kumar Amalesh Sharma Naveen Donthu Carey Rountree
    Published: 2015
    Published In: Marketing Science
    Volume: 34   Issue: 6   Pages: 804-814
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    About Dr. V. Kumar

    Dr. V Kumar, or VK as he is more popularly known in the academic and professional circles, is currently the Distinguished Term Professor, and Senior Fellow, Indian School of Business, India; and the Distinguished Fellow, MICA, India.
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    The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field, which is supplemented by interviews of the...
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