| Author: | Benkenstein, M. |
| Title: | Forschungsschwerpunkte der 82wissenschaft in den USA (Main research areas of marketing research in the US) |
| Journal: | Marketing
1989 : VOL. 11:2, p. 110-112 |
| Index terms: | MARKETING THEORY USA |
| Language: | ger |
| Abstract: | American marketing was always a model for Germany. The author has contacted during his visit in the US the 82 Science Institute, the Harvard Business School, the Sloan School of Management and the Massachusetts Institute of Technology. He gives an overview of present US marketing research in the areas of strategic marketing, consumer behaviour, marketing mix and international marketing. |
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