The Interface Between Marketing and Finance: Integrated Management in an Unstable World

Abstract

Human existence is characterized by discontinuities, chaos, instabilities, constant changes, and paradoxes (Firat and Venkatesh, 1996). A challenge to social scientists is to construct theories which explain human behavior, given the plurality and complexity of human behavior. At the same time, business decision makers face the challenge of managing in an environment of constant change and flux. The economist, Joseph Schumpeter (1943), described this process well:

Citation

Zinkhan, G.M. and Christian Zinkhan, F. (1997), "The Interface Between Marketing and Finance: Integrated Management in an Unstable World", Managerial Finance, Vol. 23 No. 10, pp. 3-21. https://doi.org/10.1108/eb018648