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°¿¬ ÁßÀÎ ·Î¹öÆ® Æȸ¶Æ¼¾î ±³¼ö (Robert W. Palmatier, University of Washington)
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°¿¬ ÁßÀÎ ÀÌÁÖ¿¬ ±³¼ö(Iowa State University)
Æȸ¶Æ¼¾î ±³¼ö´Â °ü°è ¸¶ÄÉÆà ºÐ¾ß¿¡¼ Àú¸íÇÑ ÇÐÀڷμ, ¿ö½ÌÅÏ´ëÇÐÀÇ ±³¼öÀÌÀÚ ‘University of Washington Center for Sales and Marketing Strategy’ÀÇ ¸®¼Ä¡ µð·ºÅÍ, ‘Journal of the Academy of Marketing Science’ÀÇ ÆíÁýÀåÀ» ¿ªÀÓÇÏ°í ÀÖ´Ù. ÀÌÁÖ¿¬ ±³¼ö´Â ¿¬¼¼´ëÇб³¿¡¼ °æ¿µÇаú Åë°èÇÐÀ» Àü°øÇÑ ÈÄ, ¿ö½ÌÅÏ´ëÇп¡¼ ¹Ú»ç ÇÐÀ§¸¦ ÃëµæÇß´Ù. ÇöÀç´Â Iowa State University¿¡¼ ¸¶ÄÉÆà ºÐ¾ß Á¶±³¼ö·Î È°µ¿ÇÏ¸é¼ 2014³âºÎÅÍ ÇöÀç±îÁö Palamtier ±³¼ö°¡ ¸®¼Ä¡ µð·ºÅÍ·Î ÀÖ´Â ‘University of Washington Center for Sales and Marketing Strategy’¿¡¼ ¿¬±¸¿øÀ¸·Î È°µ¿ÇÏ°í ÀÖ´Ù.