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| Author: | Johnson, M. |
| Title: | Marketing: dangerous illusions |
| Journal: | Management Review
1996 : OCT, VOL. 85:10, p. 9-12 |
| Index terms: | |
| Freeterms: | MARKETING |
| Language: | eng |
| Abstract: | Marketing as a discipline is beginning to show its age. Marketers may be feeling too comfortable in thinking they know what customers want. Instead, they need to step back and consider what their market needs are. |
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