The changing role of marketing in the corporation
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Article, Published by: American Marketing Association ,The Journal of MarketingVol. 56, No. 4 (Oct., 1992), pp. 1-17The purpose of this paper is to outline both the intellectual and the pragmatic roots of changes that are occurring in marketing, especially marketing management, as a body of knowledge, theory, and practice, and to suggest the need for a new paradigm of the marketing function within the firm.Вебстер Ф., мл. Изменение роли маркетинга в корпорации (на английском языке)
LF/915081/R
Data sheet
- Name of the Author
- Jr.
Webster Frederick E. - Language
- English
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Article, Published by: American Marketing Association ,The Journal of MarketingVol. 56, No. 4 (Oct., 1992), pp. 1-17The purpose of this paper is to outline b...