Marketing as Constructive Engagement (CROSBI ID 140656)
Prilog u časopisu | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Shultz, Clifford J.
engleski
Marketing as Constructive Engagement
The purpose of this essay is to provoke a more comprehensive, historically accurate, and meaningful definition of marketing. Toward that outcome, the author introduces a framework for marketing that argues for constructive engagement with a complex, conflicted, and increasingly interdependent world in which marketing can and should play an important role. The framework offers a new synthesis commensurate with ideals generally espoused in macromarketing. An illustration based on longitudinal study of Vietnam is shared, with implications for current global affairs and with new directions for meaningful marketing research and practice.
marketing; constructive engagement
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Podaci o izdanju
26 (2)
2007.
293-301
objavljeno
0743-9156
10.1509/jppm.26.2.293