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| Tekijä: | Dichtl, E. |
| Otsikko: | Neue Herausforderungen für Theorie und Praxis des Marketing |
| Lehti: | Marketing: Zeitschrift für Forschung und Praxis
1998 : VOL. 20:1, p. 47-54 |
| Asiasana: | THEORIES DISCIPLINE RESEARCH |
| Kieli: | ger |
| Tiivistelmä: | Marketing, as a rather young science, is not standing still. The discipline is constantly developing itself and fighting for a place in the scientific landscape. The author explains that in the field of marketing, a lot is constantly changing and long established paradigms are loosing their attractiveness to practitioners and researchers. Yet, no dominant new approach can be seen. |
SCIMA