Pregled bibliografske jedinice broj: 343929
Marketing as Constructive Engagement
Marketing as Constructive Engagement // Journal of public policy & marketing, 26 (2007), 2; 293-301 doi:10.1509/jppm.26.2.293 (međunarodna recenzija, članak, znanstveni)
CROSBI ID: 343929 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Marketing as Constructive Engagement
Autori
Shultz, Clifford J.
Izvornik
Journal of public policy & marketing (0743-9156) 26
(2007), 2;
293-301
Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni
Ključne riječi
marketing; constructive engagement
Sažetak
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.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
POVEZANOST RADA
Projekti:
081-1151212-1454 - Strateški marketing - stvaranje identiteta konkurentnog gospodarstva (Grbac, Bruno, MZOS ) ( CroRIS)
Ustanove:
Ekonomski fakultet, Rijeka
Citiraj ovu publikaciju:
Časopis indeksira:
- Current Contents Connect (CCC)
- Web of Science Core Collection (WoSCC)
- Social Science Citation Index (SSCI)
- SCI-EXP, SSCI i/ili A&HCI
- Scopus
