haku: @indexterm MARKET ORIENTATION / yhteensä: 193
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| Tekijä: | Leeflang, P. |
| Otsikko: | Paving the way for "distinguished marketing" |
| Lehti: | International Journal of Research in Marketing
2011 : JUN, VOL. 28:2, p. 76-88 |
| Asiasana: | marketing knowledge market orientation |
| Kieli: | eng |
| Tiivistelmä: | Over the last six decades, marketing concepts, tools, and knowledge have been tremendously developed. A general trend toward formalization has influenced orientation and decision making and has illuminated the relationship between marketing efforts and performance measures. This evolution has been strongly supported from concurrent revolutions in data collection and research techniques. This paper outlines the formalization of the marketing discipline and proposes steps paving the way for future advances in marketing, toward what I call "distinguished marketing". |
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