Search results

1 – 2 of 2
Book part
Publication date: 5 January 2016

Abstract

Details

Storytelling-Case Archetype Decoding and Assignment Manual (SCADAM)
Type: Book
ISBN: 978-1-78560-216-0

Book part
Publication date: 13 July 2011

The chapter briefly reviews the eight volumes in my Legend series – organizational buying behavior, consumer behavior, product and new product management, marketing strategy…

Abstract

The chapter briefly reviews the eight volumes in my Legend series – organizational buying behavior, consumer behavior, product and new product management, marketing strategy, market segmentation, global marketing, marketing research and modeling, and the future of marketing. In addition, the chapter highlights the three driving forces of much of my research: (a) the real world challenges facing corporations and organizations, (b) the search for new methodological developments, and (c) the continuous challenge of the prevailing marketing concepts and approaches. The chapter concludes with some reflections on the evolution of marketing in the past five decades and my wish list for the discipline and my future activities.

Details

Review of Marketing Research: Special Issue – Marketing Legends
Type: Book
ISBN: 978-0-85724-897-8

Access

Year

Content type

Book part (2)
1 – 2 of 2