Abstract
In this paper, the concept of "marketing inertia" is introduced and discussed. Several examples of the phenomenon are presented to illustrate its various forms. Approaches to avoiding marketing inertia are then outlined.
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APA
Sisodla, R. S. (2015). Marketing Inertia. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 329–333). Springer Nature. https://doi.org/10.1007/978-3-319-17055-8_68
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