Victoria J (Vicki) Little
Cited by
Cited by
Towards a paradigm shift in marketing? An examination of current marketing practices
RJ Brodie, NE Coviello, RW Brookes, V Little
Journal of marketing management 13 (5), 383-406, 1997
The service brand and the service-dominant logic: missing fundamental premise or the need for stronger theory?
RJ Brodie, MS Glynn, V Little
Marketing theory 6 (3), 363-379, 2006
Context, culture and green consumption: a new framework
SR Nair, VJ Little
Journal of international consumer marketing 28 (3), 169-184, 2016
Macro-demarketing: The key to unlocking unsustainable production and consumption systems?
VJ Little, CKC Lee, S Nair
Journal of Macromarketing 39 (2), 166-187, 2019
The new marketing What does' customer focus' now mean?
R Brookes, V Little
Marketing and Research Today 25 (2), 96-105, 1997
Research‐informed teaching and teaching‐informed research: The Contemporary Marketing Practices (CMP) living case study approach to understanding marketing practice
V Little, R Brookes, R Palmer
Journal of Business & Industrial Marketing 23 (2), 124-134, 2008
Inbound open innovation for pharmaceutical markets: a case study of an anti-diabetic drug in-licensing decision
AYH Wu, VJ Little, B Low
Journal of business & industrial marketing, 2016
Toward a paradigm shift? An examination of contemporary marketing practices
RJ Brodie, NE Coviello, RW Brookes, V Little
Journal of Marketing Management 13 (5), 383-406, 1997
Turning marketing promises into business value: The experience of an industrial SME
V Little, J Motion, RJ Brodie, R Brookes
University of Auckland Business School 8 (1), 25-36, 2006
Understanding customer value: an action research-based study of contemporary marketing practice
VJ Little
PhD Thesis-University of Auckland, 2004
Value postures and the service-dominant logic: Between-firm and within-firm business perspectives
RJ Brodie, VJ Little, J Motion
The Otago Forum, 140-164, 2008
Advancing understanding: the contribution of multi-method action research-based approaches to knowledge creation
VJ Little, J Motion, RJ Brodie
International journal of learning and change 1 (2), 217-228, 2006
Collaboration, resource integration and value co-creation within the SD logic: exploring research issues
P Frow, R Brodie, V Little, A Payne
Forum on Markets and Marketing: Extending Service-Dominant Logic, University…, 2010
Enterprise diversity in the business of wine: what is a business case study?
M Benson‐Rea, V Little, Y Dufour
International Journal of Wine Business Research, 2010
Helm (2019),“Calling All Macromarketers: Vanguards for Sustainability in a 1. 5oc World,”
VJ Little, V Sabrina
The 44th Macromarketing Conference, T Facca-Miess ed. Cleveland, OH, 25-29, 2019
Practice perspective of the marketing organisation
RJ Brodie, VJ Little, RW Brookes
The Sage Handbook of Marketing Theory, Sage, London, 365-78, 2010
Market validation in the context of new high-tech ventures
MP Miles, V Little, R Brookes, SC Morrish
Retrieved February 12, 2017, 2014
The metamorphosis of marketing-how will the market research industry adapt?
R Brookes, V Little
Marketing and Research Today 26 (1), 53-59, 1998
Cocreating Knowledge through Action Research: A Study of Customer Value and Related Processes
V Little, J Motion
9th Annual ANZMAC Conference, 2004
Toward Socially Responsible Business: A Typology of Value Postures in Nested Service Ecosystems
JJ Baker, VJ Little, RJ Brodie
The Palgrave Handbook of Service Management, 371-391, 2022
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