AMA workshop expands patronage theory

August 1981
Marketing News;8/7/1981, Vol. 15 Issue 3, p14
Trade Publication
Summarizes the topics discussed at the American Marketing Association (AMA) Workshop on Patronage Theory sponsored by the universities of Arkansas and Oklahoma and the Marketing Education Division of AMA held in Lake Placid, New York. Scope of the patronage theory according to co-chairman Bill Darden; Most important dimension of image differentiation for success in the 1980s.


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