Futurecast In Marketing : Findings From An Academic Think Tank.
Title:
Futurecast In Marketing : Findings From An Academic Think Tank.
Author:
Moutinho, Luiz.
ISBN:
9781845446185
Personal Author:
Physical Description:
1 online resource (94 pages)
Series:
European Journal of Marketing ; v.36
European Journal of Marketing
Contents:
Contents -- Abstracts and keywords -- Guest editorial -- Exploring key neo-marketing directions through the use of an academic ''think tank' -- Relationship marketing: what if . . . ? -- Determining marketing strategy -- Predicting a diverse future -- About the authors.
Abstract:
Capitalism versus communism, pure competition versus monopoly, globalisation versusdomestic 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 ratherthan the rule.
Local Note:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2017. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
Genre:
Electronic Access:
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