haku: @indexterm Future / yhteensä: 937
viite: 512 / 937
| Tekijä: | Stonham, P. |
| Otsikko: | Reconceptualizing marketing: an interview with Philip Kotler |
| Lehti: | European Management Journal
1994 : DEC, VOL. 12:4, p. 353-361 |
| Asiasana: | MARKETING FUTURE ROLES |
| Kieli: | eng |
| Tiivistelmä: | In this interview Philip Kotler recounts some of the major new concepts he has introduced to make marketing a more comprehensive and powerful business tool , reviews the current state of marketing , sometimes said to be in a "mid-life crisis", and makes some hard forecasts about the subject and the direction in which its practitioners are going. Kotler makes the point that marketing has at least four meanings. Kotler himself has broadened marketing thinking considerably to include non-profit organizations,by searching for the fundamental concept underlying the subject. |
SCIMA