haku: @author Sabel, H. / yhteensä: 8
viite: 2 / 8
Tekijä: | Sabel, H. |
Otsikko: | Neuere Entwicklungen im Marketing |
Lehti: | Zeitschrift für Betriebswirtschaft
2001 : JUN, VOL. 71:6, p. 611-642 |
Asiasana: | Marketing research |
Kieli: | ger |
Tiivistelmä: | The article shows, that phenomena, paradigms and practice stimulate science, but that their impacts on it are in each case different: competing theories lead to differentiation. Changes in paradigms, even incomplete, deliver solutions for classically unsolved problems, and in practice the majority doesn´t follow theoretical concepts. But more successful firms use the latest theories. |
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