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Toward a General Theory of Competitive Rationality
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Toward a General Theory of Competitive Rationality
Toward a General Theory of Competitive Rationality
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Peter Reid Dickson
Peter Reid Dickson
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1 January 1992
journal article
Published by
SAGE Publications
in
Journal of Marketing
Vol. 56
(1)
,
69
https://doi.org/10.2307/1252133
Abstract
The author develops a theory of competitive rationality that proposes a firm's success depends on the imperfect procedural rationality of its marketing plan...
Keywords
GENERAL THEORY
IMPERFECT
THEORY OF COMPETITIVE
MARKETING PLAN
PROCEDURAL RATIONALITY
AUTHOR DEVELOPS
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Open Access
Cited by 329 articles