On the role of scarcity in marketing: Identifying research opportunities across the 5Ps
Authors: Roux C, Goldsmith K, Cannon C
Affiliations
1 John Molson School of Business, Concordia University, 1450 Rue Guy, Montreal, QC H3H 0A1 Canada.
2 Owen School of Management, Vanderbilt University, 401 21st Ave S, Nashville, TN 37203 USA.
3 Shidler College of Business, University of Hawai'i at Manoa, 2404 Maile Way, Honolulu, HI 96822 USA.
Description
No abstract available
Keywords: 5P model; Marketing mix; Research opportunities; Scarcity;
Links
PubMed: https://pubmed.ncbi.nlm.nih.gov/37359269/
DOI: 10.1007/s11747-023-00956-0
