Toward a General Theory of Competitive Rationality
- 1 January 1992
- journal article
- Published by SAGE Publications in Journal of Marketing
- Vol. 56 (1) , 69
- https://doi.org/10.2307/1252133
Abstract
The author develops a theory of competitive rationality that proposes a firm's success depends on the imperfect procedural rationality of its marketing plan...Keywords
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