Journal of Marketing Research 2024

Mitigation in Marketing: Concept, Definition, and Scope

Sachin Gupta^1,2; Peter J. Danaher³; Vikas Mittal⁴; Maureen Morrin⁵

¹ Johnson & Johnson (United States) · ² Cornell University · ³ Monash University · ⁴ Jones College · ⁵ Rutgers Sexual and Reproductive Health and Rights

DOI

10.1177/00222437241256710

Sources

openalex semanticscholar

Cite

APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓