A Configurational Analysis of Marketing Performance: from the Perspective of 4C Theory

Authors

Weijia You, Beijing Forestry University, Beijing 100083, ChinaFollow
Yuchen Dong, Beijing Forestry University, Beijing 100083, China
Jiaqi Liu, University of International Business and Economics, Beijing 100029, China

Recommended Citation

You, Weijia; Dong, Yuchen; and Liu, Jiaqi, "A Configurational Analysis of Marketing Performance: from the Perspective of 4C Theory" (2025). WHICEB 2025 Proceedings. 25.
https://aisel.aisnet.org/whiceb2025/25