haku: @author Prendergast, G. / yhteensä: 5
viite: 4 / 5
| Tekijä: | Prendergast, G. Berthon, P. |
| Otsikko: | Insights from ecology: an ecotone perspective of marketing |
| Lehti: | European Management Journal
2000 : APR, VOL. 18:2, p. 223-232 |
| Asiasana: | MANAGEMENT ECOLOGY MARKETING |
| Kieli: | eng |
| Tiivistelmä: | Defining marketing's role within today's organization is often difficult and frustrating. The literature is equivocal: there is no universally accepted definition of marketing, no consensus on where the boundaries of the marketing function should lie, and no single theory of marketing. In this paper, the authors argue that ecotones offer an insightful metaphor to explore marketing in transition. An ecotone is a zone of transition between two ecosystems. |
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