| Description |
1 online resource (123 pages) |
| Series |
European journal of marketing ; .36, no. 3 |
|
European journal of marketing ; .36, no. 3
|
| Contents |
Revisiting the marketing domain / Sidney J. Levy -- Marketing as a profession: on closing stakeholder gaps / Shelby D. Hunt -- Vote, vote, vote for Philip Kotler / Stephen Brown -- Practical value of adequate marketing management theory / Evert Gummesson -- Research in marketing : teasing with trivia or risking relevance? / Nigel F. Piercy -- Is marketing knowledge useful? / Kjell Grønhaug -- Discovering diversity in marketing practice / John A. Murray, Aidan O'Driscoll and Ann Torres -- A bridge over troubled water? / Robin Wensley |
| Summary |
Capitalism versus communism, pure competition versus monopoly, globalisation versus domestic competition, qualitative versus quantitative, positivistic versus interpretivistic . . .and so on. It is the very essence of debate and argument that we adopt diametrically opposedpositions despite the fact that invariably we find that polar opposites are the exception rather than the rule |
| Notes |
Abstract in English, French, German, and Spanish |
|
Print version record |
| Subject |
Marketing research.
|
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Marketing.
|
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marketing.
|
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BUSINESS & ECONOMICS -- Marketing -- General.
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BUSINESS & ECONOMICS -- Distribution.
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Marketing
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Marketing research
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| Form |
Electronic book
|
| Author |
Baker, Michael J
|
| ISBN |
0861766679 |
|
9780861766673 |
|
1845446178 |
|
9781845446178 |
|
