search query: @author Marshall, R.S. / total: 4
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| Author: | Kahle, L.R. Marshall, R.S. Kropp, F. |
| Title: | The new paradigm marketing model |
| Journal: | Journal of Euromarketing
2003 : VOL. 12:3-4, p. 99-121 |
| Index terms: | Marketing Models Research |
| Language: | eng |
| Abstract: | This paper maintains that marketers should take an expanded view of marketing (hereafter as: m-g.) research and practice to fully comprehend today's global political, economic, and social environments. Given m-g.'s pivotal role in the modern context, the New Paradigm Marketing Model is developed to illustrate consumer/citizen, institutional, and macro-environmental interdependencies from a global perspective. Discussed are the potential dangers and opportunities evident in this new m-g. paradigm. |
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