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Megamarketing in Contested Markets: The Struggle between Maintaining and Disrupting Institutions

Ashlee Humphreys 1 Damien Chaney 2, 3 Karim Ben Slimane
1 Northwestern University [Evanston]
2 Département de marketing [ESC Troyes]
3 REGARDS - Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292
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https://hal.univ-reims.fr/hal-02047963
Contributor : Damien Chaney <>
Submitted on : Monday, February 25, 2019 - 12:35:21 PM
Last modification on : Monday, November 16, 2020 - 11:15:10 AM

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Ashlee Humphreys, Damien Chaney, Karim Ben Slimane. Megamarketing in Contested Markets: The Struggle between Maintaining and Disrupting Institutions. Thunderbird International Business Review, Wiley, 2017, 59 (5), pp.613-622. ⟨10.1002/tie.21847⟩. ⟨hal-02047963⟩

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