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Rethinking Marketing Knowledge Protection: Hidden Costs and Uncertain Benefits.

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Title: Rethinking Marketing Knowledge Protection: Hidden Costs and Uncertain Benefits.
Authors: Moorman, Christine (AUTHOR) moorman@duke.edu, Kohli, Ajay K. (AUTHOR), Jaworski, Bernard J. (AUTHOR)
Source: Journal of Marketing. Jul2026, Vol. 90 Issue 4, p1-26. 26p.
Database: Business Source Ultimate
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ISSN:00222429
DOI:10.1177/00222429251408341