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Marketing Under Uncertainty: The Logic of an Effectual Approach.

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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
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PubType: Academic Journal
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        Value: 10.1509/jmkg.73.3.001
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        Text: English
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