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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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Header DbId: bsu
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An: 194223208
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PubType: Academic Journal
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  Data: Rethinking Marketing Knowledge Protection: Hidden Costs and Uncertain Benefits.
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  Data: <searchLink fieldCode="AR" term="%22Moorman%2C+Christine%22">Moorman, Christine</searchLink> (AUTHOR)<i> moorman@duke.edu</i><br /><searchLink fieldCode="AR" term="%22Kohli%2C+Ajay+K%2E%22">Kohli, Ajay K.</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Jaworski%2C+Bernard+J%2E%22">Jaworski, Bernard J.</searchLink> (AUTHOR)
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  Data: <searchLink fieldCode="JN" term="%22Journal+of+Marketing%22">Journal of Marketing</searchLink>. Jul2026, Vol. 90 Issue 4, p1-26. 26p.
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=194223208
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      – Type: doi
        Value: 10.1177/00222429251408341
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      – Code: eng
        Text: English
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        PageCount: 26
        StartPage: 1
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      – TitleFull: Rethinking Marketing Knowledge Protection: Hidden Costs and Uncertain Benefits.
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            NameFull: Moorman, Christine
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            NameFull: Kohli, Ajay K.
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              Text: Jul2026
              Type: published
              Y: 2026
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