Tracy has curated a collection of cutting edge research articles to accompany each chapter from the American Marketing Association. Make use of this exclusive access to 25 studies by leading researchers in the field of Marketing and max your grade!

Journal of Marketing and Journal of Marketing Research articles are available courtesy of the American Marketing Association: www.ama.org

Sven Molner, Jaideep C. Prabhu, Manjit S. Yadav (2019). Lost in a Universe of Markets: Toward a Theory of Market Scoping for Early-Stage Technologies, Journal of Marketing, 83 (2), 37-61