haku: @author Robertson, T. / yhteensä: 6
viite: 4 / 6
| Tekijä: | Robertson, T. |
| Otsikko: | New developments in marketing: a European perspective |
| Lehti: | European Management Journal
1994 : DEC, VOL. 12:4, p. 362-365 |
| Asiasana: | MARKETING DEVELOPMENT EUROPE |
| Kieli: | eng |
| Tiivistelmä: | In this sequel to Philip Kotler's interview, Thomas Robertson takes the opportunity to extend Kotler's market thinking in four directions, and place them in a European context. These ideas can be used in constructing priority marketing programmes for European managers. In the field of marketing, the strongest brand name if Philip Kotler. The brand name became established with his innovative Marketing Management text in 1967. |
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