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2. Masterful operant resources, masterful marketing competences, and the masterful marketing academic.

15. Building customisation capability in B2B marketing: the role of organisational capital.

19. Indigenous theory development in marketing: the foundational premises approach

29. Teaching Marketing Strategy: Using Resource-Advantage Theory as an Integrative Theoretical Foundation

50. Marketing (as) Rhetoric: paradigms, provocations, and perspectives.

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