David W. Cravens

David W. Cravens is the Professor of Marketing and the Eunice and James L. West Chair of American Enterprise at Texas Christian University. His research has primarily focused on international/global marketing strategies, new products, and sales force performance.

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Marketing in the 80’s: Changes & Challenges (1980 Educators’ Conference Proceedings Series No. 46)
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Chapter 6: Examining Marketing Strategy from a Contingency Perspective
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Marketing in the 80’s: Changes & Challenges (1980 Educators’ Conference Proceedings Series No. 46)

Chapter 6: Examining Marketing Strategy from a Contingency Perspective