| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 10496049 | Industrial Marketing Management | 2013 | 11 Pages |
Abstract
⺠Resource-advantage (R-A) theory is argued to be a theory of B2B and B2C marketing ⺠R-A theory extends Alderson's theory of market processes ⺠R-A theory accommodates ISBM's normative, Value Delivery Framework ⺠R-A theory shares numerous commonalities with the IMP framework ⺠R-A theory's "relational resource" concept accommodates IMP relationships
Keywords
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Social Sciences and Humanities
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Marketing
Authors
Shelby D. Hunt,