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Marketing

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Marketing involves understanding markets, targeting attractive segments, and winning by delivering superior products, services, and solutions. Marketing is about the creation of value for customers, partners, and society at large. Successful marketing requires the ability to understand customer needs, identify attractive market segments, communicate effectively with those segments, and deliver superior products, services, and solutions.

The Marketing area at Scheller prepares students to thrive in today’s marketing landscape by providing them with knowledge that is both timely and timeless. Our curriculum combines rigorous exposure to marketing fundamentals with cutting-edge applications of emerging trends and innovations. Two unique emphases of our program are marketing of technology goods and services, and marketing applications of modern technologies. Our faculty include thought leaders, researchers, and industry veterans with expertise spanning the marketing discipline.

Marketing faculty members publish cutting-edge research in top journals such as the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Management Science.

View the Curriculum

Areas of Research and Student Placement

Current Areas of Research

Brand equity and brand trust
Branding and consumer-brand relationships
B2B marketing, customer solutions, and sales management
Consumer decision making
International marketing
Market orientation, marketing doctrine and marketing processes
Marketing and sustainability
Media markets
Social networks
Sensory marketing

Recent Student Placements

Myoung-Jin Chae (2018) – Lingnan University
Zoey Chen (2015) – University of Miami
Michael Hair (2016) – Southern Illinois University - Edwardsville
Cheng He (2020) – University of Wisconsin
Stephen He (2013) – Manhattan College
Dionne Nickerson (2019) – University of Indiana
Iman Paul (2019) – Clarkson University
Daniel Sheehan (2016) – University of Kentuck

School Shootings Lower Spending by Millions in Affected Communities

Eighth Annual Marketing Innovation Conference Explores Where Technology Meets Creativity

Super Bowl LIX Commercials: Georgia Tech Marketing Faculty and Students Weigh In on the Biggest Winners

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Faculty Research in Marketing

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Year	Title	Journal	Author(s)	Type
2025	Groceries or School Cafeterias: How Households Respond to School Nutrition Mandates	Journal of Marketing Research	Palazzolo Hu Ailawadi Pattabhiramaiah	Published Papers	View
Palazzolo, M., Hu, Z., Ailawadi, K., & Pattabhiramaiah, A. (2025). Groceries or School Cafeterias: How Households Respond to School Nutrition Mandates. Journal of Marketing Research, 62(4), 565-581.
2025	How Fatal School Shootings Impact a Community’s Consumption	Journal of Marketing Research	Shaik Costello Palazzolo Pattabhiramaiah Sridhar	Published Papers
How Fatal School Shootings Impact a Community’s Consumption, with Muzeeb Shaik, John Costello, Michael Palazzolo and Shrihari Sridhar, 2025, forthcoming at Journal of Marketing Research.
2025	Return on AI: A Decision Framework for Customers, Firms, and Society	Working Paper	Adithya Pattabhiramaiah Shrihari Sridhar Vamsi Kanuri	Working Papers
Pattabhiramaiah, Adithya, Shrihari Sridhar, and Vamsi Kanuri. “Return on AI: A Decision Framework for Customers, Firms, and Society.” Draft Working Paper, 2025.
2025	Agentic AI: Evolution and Impact	Working Paper	Martin Mende Adithya Pattabhiramaiah Huachao Gao Shrihari Sridhar	Working Papers
Mende, Martin, Adithya Pattabhiramaiah, Huachao Gao, and Shrihari Sridhar. “Agentic AI: Evolution and Impact.” Draft Working Paper, 2025.
2024	Consumer Trust: Meta-analysis of 50 Years of Empirical Research	Journal of Consumer Research	Khamitov, Mansur Rajavi, Koushyar Huang, Der-Wei Hong, Yuly	Published Papers	View
2024	Causal Inference with Quasi-Observational Data	IMPACT@JMR	Li Luo Pattabhiramaiah	Published Papers
Causal Inference with Quasi-Experimental Data, with Kathleen Li and Lan Luo, Nov 2024,IMPACT@JMR.
2024	Price, Piracy, and Search: Which Pirates Respond to Changes in the Legal Price?	MIS Quarterly	Koushyar Rajavi Brett Danaher Jesse Newby	Published Papers
2024	Impact of Inventory Levels and Product Variety on Consumers’ Perceptions	Production and Operations Management	Koushyar Rajavi Sina Golara Sajad Modaresi	Published Papers	View
2023	Brand Equity in Good and Bad Times: What Distinguishes Winners from Losers in CPG Industries?	Journal of Marketing	Rajavi, Koushyar Kushwaha, Tarun Steenkamp, Jan-Benedict	Published Papers	View
2023	Secondary Selling: Beyond the Salesperson-Customer Dyad	Journal of Marketing	Burchett, Molly R Murtha, Brian Kohli, Ajay K.	Published Papers
Burchett, Molly R., Brian Murtha and Ajay K. Kohli (2023), “Secondary Selling: Beyond the Salesperson-Customer Dyad,” Journal of Marketing, 87(4), 575-600.
2023	The Emerging World of Digital Exploration Services	Journal of Business Research	Brock, Juergen Kohli, Ajay K.	Published Papers
Brock, Juergen and Ajay K. Kohli (2023), “The Emerging World of Digital Exploration Services,” Journal of Business Research, 155, Part A, January, 113434.
2022	Scarcity-driven Monetization of Media Content	Frontiers in Research Metrics & Analytics	Kanuri Pattabhiramaiah	Published Papers
Kanuri and Pattabhiramaiah, Scarcity-driven Monetization of Media Content, 2022, Frontiers in Research Metrics & Analytics, Vol 7, ISSN=2504-0537.
2022	The Impact of Corporate Social Responsibility on Brand Sales	Journal of Marketing	Nickerson Lowe Pattabhiramaiah Sorescu	Published Papers	View
Nickerson, Lowe, Pattabhiramaiah and Sorescu (2022), The Impact of Corporate Social Responsibility on Brand Sales: An Accountability Perspective, Journal of Marketing, Vol. 86, Issue 2, pp. 5-28.
2021	Factors Affecting the Study of Important Marketing Issues: Implications and Recommendations	International Journal of Research in Marketing	Kohli, Ajay K. Haenlein, Michael	Published Papers
Kohli, Ajay K and Michael Haenlein (2021b), “Factors Affecting the Study of Important Marketing Issues: Implications and Recommendations,” International Journal of Research in Marketing, 38 (March) 1-11.
2021	The Minimum Wage and Consumer Nutrition	Journal of Marketing Research	Palazzolo Pattabhiramaiah	Published Papers	View
Palazzolo and Pattabhiramaiah (2021), The Minimum Wage and Consumer Nutrition, Journal of Marketing Research, Vol. 58, Issue 5, pp. 845-869.
2021	The Effect of Over-the-Top Media Services on Piracy Search	Marketing Science	Lu, Shijie Rajavi, Koushyar Dinner, Isaac	Published Papers	View
Shijie Lu, Koushyar Rajavi, and Isaac Dinner (forthcoming), "The Effect of Over-the-Top Media Services on Piracy Search: Evidence from a Natural Experiment," Marketing Science.
2021	The Impact of Corporate Social Responsibility on Brand Sales	Journal of Marketing	Dionne Nickerson Pattabhiramaiah, Adithya Sorescu, Alina Lowe, Michael	Published Papers
Dionne Nickerson, Adithya Pattabhiramaiah, Alina Sorescu and Michael L. Lowe (2021), “The Impact of Corporate Social Responsibility on Brand Sales: An Accountability Perspective,” Journal of Marketing, published online Aug. 19, 2021.
2020	A Theories-in-Use Approach to Building Marketing Theory	Journal of Marketing	Zeithaml, Valarie A. Jaworski, Bernard J. Kohli, Ajay K. Tuli, Kapil R. Ulaga, Wolfgang Zaltman, Gerald	Published Papers
Zeithaml, Valarie A., Bernard J. Jaworski, Ajay K. Kohli, Kapil R. Tuli, Wolfgang Ulaga, and Gerald Zaltman (2020), “A Theories-in-Use Approach to Building Marketing Theory,” Journal of Marketing, 84(1), 32-51.
2020	Platform Data Strategy	Marketing Letters	Bhargava Rubel Altman Arora Boehnke Daniels Derdenger Kirschner LaFramboise Loupos Parker Pattabhiramaiah	Published Papers	View
Bhargava et al (2020), Platform Data Strategy, Marketing Letters, Vol 31, Issue 4, 323-334.
2019	Word-of-Mouth Dynamics in Free Product Settings	Journal of Marketing Research	Bond, Samuel D. He, Stephen Wen, Wen	Published Papers	View
Bond, Samuel D., He, Stephen, and Wen, Wen (2019), “Word-of-Mouth Dynamics in Free Product Settings,” Journal of Marketing Research, 56(2) 276-90.
2019	Paywalls- Monetizing Online Content	Journal of Marketing	Pattabhiramaiah Sriram Manchanda	Published Papers	View
Pattabhiramaiah, Sriram and Manchanda (2019), Paywalls: Monetizing Online Content, Journal of Marketing, Vol 83, Issue 2, pp. 19-36.
2019	In Brands We Trust? A Multicategory, Multicountry Investigation of Sensitivity of Consumers’ Trust in Brands to Marketing-Mix Activities	Journal of Consumer Research	Rajavi, Koushyar Kushwaha, Tarun Steenkamp, Jan-Benedict	Published Papers	View
Koushyar Rajavi, Tarun Kushwaha, and Jan-Benedict E.M. Steenkamp (2019), “In Brands We Trust? A Multi-Country, Multi-Category Study into the Role of Marketing Mix Activities as Drivers of Brand Trust in Consumer Packaged Goods Industry”, Journal of Consumer Research, 46 (4), 651-670.
2019	Ceding and Succeeding	Journal of Consumer Psychology	Lowe, Michael Nikolova, Hristina Miller, Chadwick Dommer, Sara	Published Papers
Lowe, Michael L., Hristina Nikolova, Chadwick Miller and Sara Dommer (2019), “Ceding and Succeeding: How the Altruistic can Benefit from the Selfish in Joint Decisions,” Journal of Consumer Psychology, 29 (4), 652-61.
2019	Confession and Self-Control- A Prelude to Repentance or Relapse	Journal of Personality and Social Psychology	Lowe, Michael Haws, Kelly L.	Published Papers
Lowe, Michael L. and Kelly L. Haws (2019), “Confession and Self-Control: A Prelude to Repentance or Relapse,” Journal of Personality and Social Psychology, 116 (4), 563-81.
2018	The Role of a Solutions Salesperson: Reducing Uncertainty and Fostering Adaptiveness	Industrial Marketing Management	Ulaga, Wolfgang Kohli, Ajay K.	Published Papers
Ulaga, Wolfgang and Ajay K. Kohli (2018), “The Role of a Solutions Salesperson: Reducing Uncertainty and Fostering Adaptiveness,” Industrial Marketing Management 69 (February), 161-168.
2018	Beyond Beauty- Design Symmetry and Brand Personality	Journal of Consumer Psychology	Bajaj, Aditi Bond, Samuel D.	Published Papers	View
Bajaj, Aditi, and Bond, Samuel D. “Beyond Beauty: Design Symmetry and Brand Personality,” Journal of Consumer Psychology, 2018, 28(1), 77-98.
2018	Attribute Dismissal and Valence Effects in Preferential Decision Processing	Journal of Behavioral Decision Making	Hair, Michael Bond, Samuel D.	Published Papers	View
Hair, Michael, and Bond, Samuel D. “Attribute Dismissal and Valence Effects in Preferential Decision Processing,” Journal of Behavioral Decision Making, 2018, 31(1), 164-178.
2018	Rising Prices under Declining Preferences	Marketing Science	Pattabhiramaiah Sriram Sridhar	Published Papers	View
Pattabhiramaiah, Sriram and Sridhar (2018), Rising Prices under Declining Preferences: The case of the U.S. Print Newspaper Industry, Marketing Science, Vol. 37, Issue 1, pp. 97-122.
2018	How Does Web Personalization Create Value for Online Retailers	Journal of Retailing	Kalaignanam, Kartik Kushwaha, Tarun Rajavi, Koushyar	Published Papers	View
Kalaignanam, Kartik, Tarun Kushwaha, and Koushyar Rajavi (2018), “How Does Web Personalization Create Value for Online Retailers? Lower Cash Flow Volatility or Enhanced Cash Flows”, Journal of Retailing, 94 (3), 265-279.
2018	A Quiet Disquiet- Anxiety Risk Appraisal and Risk Avoidance	Journal of Consumer Research	Lowe, Michael L. Loveland, Katherine Krishna, Aradhna	Published Papers
Lowe, Michael L., Katherine Loveland and Aradhna Krishna (2018), “A Quiet Disquiet: Anxiety, Risk Appraisal and Risk Avoidance due to Imperceptible Differences in Ambient Sound,” Journal of Consumer Research, 46 (1), 159-79.
2017	Conducting Field-Based, Discovery Oriented Research: Lessons from our Market Orientation Research Experience	AMS Review	Jaworski, Bernard J. Kohli, Ajay K.	Published Papers
Jaworski, Bernard J. and Ajay K. Kohli (2017), “Conducting Field-Based, Discovery Oriented Research: Lessons from our Market Orientation Research Experience,” AMS Review, (7) 4-12.
2017	Keep Your Cool or Let It Out- Nonlinear Effects of Expressed Arousal on Perceptions of Consumer Reviews	Journal of Marketing Research	Yin, Dezhi Bond, Samuel D. Zhang, Han	Published Papers	View
Yin, Dezhi, Bond, Samuel D., and Zhang, Han (2017). "Keep Your Cool or Let it Out: Nonlinear Effects of Expressed Arousal on Perceptions of Consumer Reviews," Journal of Marketing Research, 54(3), 447-463.
2017	An Overture to Overeating- The Cross-Modal Effects	Appetite	Lowe, Michael L. Ringler, Christine Haws, Kelly L.	Published Papers
Lowe, Michael L., Christine Ringler and Kelly L. Haws (2017), “An Overture to Overeating: The Cross-Modal Effects of Acoustic Pitch on Food Preferences and Serving Behavior,” Appetite, 123, 128-34.
2017	Sounds Big- The Cross-Modal Effects of Acoustic Pitch on Product Perceptions	Journal of Marketing Research	Lowe, Michael L. Haws, Kelly L.	Published Papers
Lowe, Michael L. and Kelly L. Haws (2017), “Sounds Big: The Cross-Modal Effects of Acoustic Pitch on Product Perceptions,” Journal of Marketing Research, 54 (2), 331-46.
2015	Why is the Crowd Divided	Journal of Consumer Research	He, Stephen Bond, Samuel D.	Published Papers	View
He, Stephen, and Bond, Samuel D. (2015) “Why is the Crowd Divided? Attribution for Dispersion in Online Word-of-Mouth,” Journal of Consumer Research, 41(6), 1509-1527.
2015	Beyond Beauty- Design Symmetry and Brand Personality	The Psychology of Design: Creating Consumer Desire	Bajaj, Aditi Bond, Samuel D.	Other
Bajaj, Aditi, and Bond, Samuel D. (2015). “Beyond Beauty: Design Symmetry and Brand Personality,” in R. Batra, D. Brei, and C. Seifert (eds.), The Psychology of Design: Creating Consumer Desire Armonk, NY: M. E. Sharpe.
2015	Marketing an IPO Issuer in Early Stages of the IPO Process	Journal of the Academy of Marketing Science	Bahadir, S. Cem DeKinder, Jade S. Kohli, Ajay K.	Published Papers
Bahadir, S. Cem, Jade S. DeKinder, and Ajay K. Kohli (2015), "Marketing an IPO Issuer in Early Stages of the IPO Process," Journal of the Academy of Marketing Science, 43 (January), 14-31.
2015	Does Brand Licensing Increase a Licensors Shareholder Value	Management Science	Robinson, B. Adina Tuli, Kapil R. Kohli, Ajay K.	Published Papers
Robinson, B. Adina, Kapil R. Tuli and Ajay K. Kohli (2015), “Does Brand Licensing Increase a Licensor’s Shareholder Value?,” Management Science, 61 (June), 1436-55.
2015	Social Dollars- The Economic Impact of Customer Participation	Marketing Science	Manchanda Packard Pattabhiramaiah	Published Papers	View
Manchanda, Packard and Pattabhiramaiah (2015), Social Dollars: The Economic Impact of Customer Participation in a Firm-Sponsored Online Customer Community, Marketing Science, Vol. 34, Issue 3, pp. 367-387.
2014	Anxious or Angry- Effects of Discrete Emotions on the Perceived Helpfulness of Online Reviews	MIS Quarterly	Yin, Dezhi Bond, Samuel D. Zhang, Han	Published Papers	View
Yin, Dezhi, Bond, Samuel D., and Zhang, Han (2014). “Anxious or Angry? Effects of Discrete Emotions on the Perceived Helpfulness of Online Reviews,” MIS Quarterly, 38(2), 539-560.
2014	Immoral Support- The Social Outcomes of Parallel Self-Control Decisions	Journal of Consumer Research	Lowe, Michael L. Haws, Kelly L.	Published Papers
Lowe, Michael L. and Kelly L. Haws (2014), “(Im)moral Support: The Social Outcomes of Parallel Self-Control Decisions,” Journal of Consumer Research, 41 (2), 489-505.
2013	Word-of-Mouth and the Forecasting of Consumption Enjoyment	Journal of Consumer Psychology	He, Stephen Bond, Samuel D.	Published Papers	View
He, Stephen, and Bond, Samuel D. (2013). “Word-of-Mouth and the Forecasting of Consumption enjoyment,” Journal of Consumer Psychology, 23(4), 464-482.
2012	Implementing Changes in Marketing Strategy	Journal of Marketing Research	Sarin, Shikhar Challagalla, Goutam Kohli, Ajay K.	Published Papers
Sarin, Shikhar, Goutam Challagalla and Ajay K. Kohli (2012), “Implementing Changes in Marketing Strategy: The Role of Perceived Outcome- and Process-Oriented Supervisory Actions,” Journal of Marketing Research, 49 (August) 564-580.
2011	The Threat from Within- Account Managers Concern	Management Science	Murtha, Brian R. Challagalla, Goutam Kohli, Ajay K.	Published Papers
Murtha, Brian R., Goutam Challagalla and Ajay K. Kohli (2011), “The Threat from Within: Account Managers’ Concern About Opportunism by Their Own Team Members,” Management Science, 57 (September), 1580-1593.
2010	Improving the Generation of Decision Objectives	Decision Analysis	Bond, Samuel D. Carlson, Kurt, A. Keeney, Ralph L.	Published Papers	View
Bond, Samuel D., Carlson, Kurt, A., and Keeney, Ralph L. (2010). “Improving the Generation of Decision Objectives,” Decision Analysis, 7(3), 238-255.
2010	Ties that Bind- The Impact of Multiple Types of Ties with a Customer	Journal of Marketing Research	Tuli, Kapil R. Bharadwaj, Sundar Kohli, Ajay K.	Published Papers
Tuli, Kapil R., Sundar Bharadwaj and Ajay K. Kohli (2010), “Ties that Bind: The Impact of Multiple Types of Ties with a Customer on Sales Growth and Sales Volatility,” Journal of Marketing Research, 47 (February), 36-50.
2009	Proactive Postsales Service- When and Why	Journal of Marketing	Challagalla, Goutam Venkatesh, R. Kohli, Ajay K.	Published Papers
Challagalla, Goutam, R. Venkatesh and Ajay K. Kohli (2009), “Proactive Postsales Service: When and Why Does it Pay Off?,” Journal of Marketing, 73 (March), 70-87.
2008	Generating Objectives- Can Decision Makers Articulate What They Want	Management Science	Bond, Samuel D. Carlson, Kurt A. Keeney, Ralph L.	Published Papers	View
Bond, Samuel D., Carlson, Kurt A., and Keeney, Ralph L. (2008). “Generating Objectives: Can Decision Makers Articulate What They Want?” Management Science, 54(1), 56-70.
2008	Consumer Judgment from a Dual-systems perspective	Review of Marketing Research	Bond, Samuel D. Bettman, James R. Luce, Mary F.	Published Papers
Bond, Samuel D., Bettman, James R., and Luce, Mary F. (2008). “Consumer Judgment from a Dual-systems perspective: Recent Evidence and Emerging Issues.” In N. K. Malhotra (ed.), Review of Marketing Research, Vol. 5, Armonk, NY: M. E. Sharpe.
2008	Flow Signals- How Patterns Over Time Affect the Acceptance of Start-Up Firms	Journal of Marketing	DeKinder, Jade S. Kohli, Ajay K.	Published Papers
DeKinder, Jade S. and Ajay K. Kohli (2008), “Flow Signals: How Patterns Over Time Affect the Acceptance of Start-Up Firms,” Journal of Marketing, 72 (September), 84-97.
2007	Rethinking Customer Solutions- From Product Bundles	Journal of Marketing	Tuli, Kapil R. Kohli, Ajay K. Bharadwaj, Sundar G.	Published Papers
Tuli, Kapil R., Ajay K. Kohli and Sundar G. Bharadwaj (2007), “Rethinking Customer Solutions: From Product Bundles to Relational Processes,” Journal of Marketing, 71 (July), 1-17.
2006	Information Distortion in the Evaluation of a Single Option	Organizational Behavior and Human Decision Processes	Bond, Samuel D. Carlson, Kurt A. Meloy, Margaret G. Tanner, Robin J. Russo, J. Edward	Published Papers	View
Bond, Samuel D., Carlson, Kurt A., Meloy, Margaret G., Tanner, Robin J., and Russo, J. Edward (2006). “Information Distortion in the Evaluation of a Single Option,” Organizational Behavior and Human Decision Processes 102(2), 240-254.
2006	Improving Preference Assessment	Management Science	Carlson, Kurt, C. Bond, Samuel D.	Published Papers	View
Carlson, Kurt C., and Bond, Samuel D. (2006). "Improving Preference Assessment: Limiting the Effects of Context Through Pre-exposure to Attribute Levels,” Management Science, 52(3), 410-421.
2002	A Smarter Way to Sell Commodities	Harvard Business Review	Lurie, Robert S. Kohli, Ajay K.	Published Papers
Lurie, Robert S. and Ajay K. Kohli (2002), “A Smarter Way to Sell Commodities,” Harvard Business Review, 80 (April), 24-26.
2000	Market Driven vs. Driving Markets	Journal of the Academy of Marketing Science	Jaworski, Bernard J. Kohli, Ajay K. Sahay, Arvind	Published Papers
Jaworski, Bernard J., Ajay K. Kohli, and Arvind Sahay (2000), “Market Driven vs. Driving Markets,” Journal of the Academy of Marketing Science, 26 (Winter), 45-54.
1998	Learning and Performance Orientation of Salespeople	Journal of Marketing Research	Kohli, Ajay K. Shervani, Tasadduq A. Challagalla, Goutam N.	Published Papers
Kohli, Ajay K., Tasadduq A. Shervani, and Goutam N. Challagalla (1998), “Learning and Performance Orientation of Salespeople: The Role of Supervisors,” Journal of Marketing Research, 35 (May), 263-274.
1996	Market Intelligence Dissemination Across Functional Boundaries	Journal of Marketing Research	Maltz, Elliot Kohli, Ajay K.	Published Papers
Maltz, Elliot and Ajay K. Kohli (1996) “Market Intelligence Dissemination Across Functional Boundaries,” Journal of Marketing Research, 33 (February), 47-61.
1993	MARKOR- A Measure of Market Orientation	Journal of Marketing Research	Kohli, Ajay K. Jaworski, Bernard J. Kumar, Ajith	Published Papers
Kohli, Ajay K., Bernard J. Jaworski, and Ajith Kumar (1993), “MARKOR: A Measure of Market Orientation,” Journal of Marketing Research, 30 (November), 467-77.
1993	Market Orientation- Antecedents and Consequences	Journal of Marketing	Jaworski, Bernard J. Kohli, Ajay K.	Published Papers
Jaworski, Bernard J. and Ajay K. Kohli (1993), “Market Orientation: Antecedents and Consequences,” Journal of Marketing, 57 (July), 53-70.
1991	Supervisory Feedback- Alternative Types and Their Impact	Journal of Marketing Research	Jaworski, Bernard J. Kohli, Ajay K.	Published Papers
Jaworski, Bernard J. and Ajay K. Kohli (1991), “Supervisory Feedback: Alternative Types and Their Impact on Salespeople's Performance and Satisfaction,” Journal of Marketing Research, 28 (May), 190-201.
1990	Market Orientation- The Construct, Research Propositions, and Managerial Implications	Journal of Marketing	Kohli, Ajay K. Jaworski, Bernard J.	Published Papers
Kohli, Ajay K. and Bernard J. Jaworski (1990), “Market Orientation: The Construct, Research Propositions, and Managerial Implications,” Journal of Marketing, 54 (April), 1-18.

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