Affiliation:
1. Ohio State University.
Abstract
Can marketing fulfill the broad opportunities available to it and the demands made upon it, while concentrating on a limited scope of its domain? As a discipline, it has been repeatedly redefined between the contending poles of theory and practice, specialization and generalization, established interests and global expectations. A review of its present status offers a challenge to scholars and practioners alike.
Subject
Marketing,Business and International Management
Cited by
18 articles.
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