@book{4964,
	author = {Beverland, Michael and Wilner, Sarah J. S. },
	title = {Reconciling the tension between consistency and relevance: },
	publisher = {Journal of the Academy of Marketing Science},
	year = {2015},
	url = {https://link-springer-com.hub.tbs-education.fr/article/10.1007/s11747-015-0443-8}
}