Marketing Under Uncertainty: The Logic of an Effectual Approach.

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Bibliographic Details
Title:	Marketing Under Uncertainty: The Logic of an Effectual Approach.
Authors:	Read, Stuart¹, Dew, Nicholas², Sarasvathy, Saras D³, Song, Michael⁴, Wiltbank, Robert⁵
Source:	Journal of Marketing. May2009, Vol. 73 Issue 3, p1-18. 18p. 1 Diagram, 3 Charts.
Database:	Business Source Ultimate

Description
ISSN:	00222429
DOI:	10.1509/jmkg.73.3.001