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Articles

Do Marketers Matter for Entrepreneurs?

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By Stephen Anderson, Pradeep Chintagunta, Frank Germann, Naufel Vilcassim
| ama.org
3.2.2021 Stephen J. Anderson, Pradeep Chintagunta, Frank Germann and Naufel Vilcassim Can marketers help improve the world? While this question may seem vast and unknowable, a new Journal of Marketing study proposes otherwise. Exploring a critical, yet largely unaddressed research question, our team proposes that marketers can help entrepreneurs in emerging markets grow their businesses.
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