haku: @author Brownlie, D. / yhteensä: 14
viite: 6 / 14
| Tekijä: | Brownlie, D. Saren, M. |
| Otsikko: | Beyond the one-dimensional marketing manager: the discourse of theory, practice and relevance |
| Lehti: | International Journal of Research in Marketing
1997 : MAY, VOL. 14:2, p. 147-161 |
| Asiasana: | MARKETING MANAGEMENT THEORIES |
| Kieli: | eng |
| Tiivistelmä: | "Relevance" is a quality widely attributed to research that closes the gap between theory and practice. It is an attribute well worth attracting these days. For some marketing scholars and practitioners closing this gap has assembled the proportions of an heroic and perennial struggle between the high-mindedness of marketing theory and the low deeds of marketing practice. Many different perspectives are offered by way of an analysis of the origins of this particular species. Yet, the beast continues to prosper and to defy understanding. |
SCIMA