Marketing's Domain.
Title:
Marketing's Domain.
Author:
Baker, Michael J.
ISBN:
9781845446178
Personal Author:
Physical Description:
1 online resource (123 pages)
Series:
European Journal of Marketing ; v.36
European Journal of Marketing
Contents:
Contents -- Abstracts and keywords -- Guest editorial -- Revisiting the marketing domain -- Marketing as a profession: on closing stakeholder gaps -- Vote, vote, vote for Philip Kotler -- Practical value of adequate marketing management theory -- Research in marketing -- Is marketing knowledge us useful? -- Discovering diversity in marketing practice -- A bridge over troubled water? -- 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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