haku: @indexterm Company performance / yhteensä: 1230
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| Tekijä: | Wensley, R. |
| Otsikko: | The MSI priorities: a critical view on researching firm performance, customer experience and marketing |
| Lehti: | Journal of Marketing Management
2000 : JAN-APR, VOL. 16:1-3, p. 11-27 |
| Asiasana: | Company performance Customer relations Marketing |
| Kieli: | eng |
| Tiivistelmä: | This paper critically addresses the underlying assumptions about the nature of individual firm performance in a competitive market economy and the role of the customer which is revealed in three of the 1998-2000 key research priorities promulgated by the Marketing Science Institute. It is suggested that the structure and content of the priorities reveals a central and continuing dilemma not only in the nature of marketing research but also in the marketing domain itself. |
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