Marketing's domain / guest editor, Michael J. Baker.

Format:

Book

Contributor:

Baker, Michael J.

Series:

European journal of marketing ; .36, no. 3

Language:

English

Subjects (All):

Marketing research.

Marketing.

Physical Description:

1 online resource (123 p.)

Edition:

1st ed.

Place of Publication:

Bradford, England : Emerald Group Publishing, c2002.

Language Note:

English

Summary:

Capitalism versus communism, pure competition versus monopoly, globalisation versus domestic competition, qualitative versus quantitative, positivistic versus interpretivistic . . . and so on. It is the very essence of debate and argument that we adopt diametrically opposed positions despite the fact that invariably we find that polar opposites are the exception rather than the rule.

Contents:

Contents

Abstracts and keywords

Guest editorial

Revisiting the marketing domain

Marketing as a profession: on closing stakeholder gaps

Vote, vote, vote for Philip Kotler

Practical value of adequate marketing management theory

Research in marketing

Is marketing knowledge us useful?

Discovering diversity in marketing practice

A bridge over troubled water?

About the authors.

Notes:

Bibliographic Level Mode of Issuance: Monograph

ISBN:

1-280-47874-8

9786610478743

1-84544-617-8

OCLC:

133168131