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| Tekijä: | Denison, T. McDonald, M. |
| Otsikko: | The role of marketing past, present and future |
| Lehti: | Journal of Marketing Practice: Applied Marketing Science
1995 : VOL. 1:1, p. 54-78 |
| Asiasana: | UNITED KINGDOM MARKETING RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | The paper responds to the recent criticism associated with marketing's poor contribution to business success. The paper reviews the state of marketing in British industry, drawing on previous research and continues by describing the major changes experienced in the business environment, arguing that the future of marketing depends on recognizing these trends and responding to them. It ends up by highlighting the new opportunities for market-led companies. |
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