California management review

• 

  Año 2004, Vol. 46, Número 4

  • Stealth Marketing: HOW TO REACH CONSUMERS SURREPTITIOUSLY

    págs. 6-22

    

  • The Three Faces of Consumer Promotions

    págs. 23-42

    

  • Understanding Customer Choices in E-Financial Services

    págs. 43-67

    

  • Turning Around Runaway Information Technology Projects

    págs. 68-88

    

  • Object-Orientation: A TOOL FOR ENTERPRISE DESIGN

    págs. 89-110

    

  • What Matters Most: CORPORATE VALUES AND SOCIAL RESPONSIBILITY

    págs. 111-119

    

  • Adding Value Through Accounting Signals

    págs. 120-137