Charting New Directions for Marketing
Four fundamental issues serve to establish the identity of the field of marketing, distinguish it from other fields and disciplines, and compel further research inquiry. These issues ask: 1. How do customers and consumers really behave? 2. How do markets function and evolve? 3. How do firms relate t...
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| Main Authors: | , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
1999
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/2308 https://proquest.umi.com/pqdlink?did=46027838&sid=20&Fmt=3&clientId=44274&RQT=309&VName=PQD |
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| Institution: | Singapore Management University |
| Language: | English |