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Zeithaml, V.A., Jaworski, B.J., Kohli, A.K., Tuli, K.R., Ulaga, W. and Zaltman, G. (2019) A Theories-In-Use Approach to Building Marketing Theory. Journal of Marketing, 84, 32-51.
https://doi.org/10.1177/0022242919888477

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