Journal of marketing: A quarterly publication of the american marketing association

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  Año 1993, Vol. 57, Número 2

  • The exercise of interfirm power and its repercussions in U.S.-Japanese channel relationships

    Tomoaki Sakano, Jean L. Johnson

    págs. 1-10

    

  • Boundary role ambiguity: Facets, determinants, and impacts

    Jagdip Singh

    págs. 11-31

    

  • Organizing successful co-marketing alliances

    Sanjit Sengupta, Louis P. Bucklin

    págs. 32-46

    

  • Premarket forecasting for new consumer durable goods: Modeling categorization, elimination, and

    John S. Hulland, Glen L. Urban

    págs. 47-63

    

  • Identifying global and culture-specific dimensions of humor in advertising: A multinational

    Dana L. Alden, Wayne D. Hoyer

    págs. 64-75

    

  • Objectivity in marketing theory and research

    Shelby D. Hunt

    págs. 76-91

    

  • Theoretical modeling in marketing

    K. Sridhar Moorthy

    págs. 92-106

    

  • Legal developments in marketing

    Ray O. Werner, Franklin J. Axe

    págs. 107-115

    

  • Book reviews

    Jacques E. Chelly

    págs. 134-135

    

  • Book reviews

    Douglass K. Hawes

    págs. 135-137