On the role of scarcity in marketing: Identifying research opportunities across the 5Ps

Caroline Roux (), Kelly Goldsmith () and Christopher Cannon ()
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Caroline Roux: John Molson School of Business, Concordia University
Kelly Goldsmith: Vanderbilt University
Christopher Cannon: Shidler College of Business, University of Hawai’i at Mānoa

Journal of the Academy of Marketing Science, 2023, vol. 51, issue 6, No 2, 1197-1202

Keywords: Scarcity; 5P model; Marketing mix; Research opportunities (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s11747-023-00956-0

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