Affiliation:
1. University of Illinois at Urbana-Champaign.
Abstract
Society continues to challenge marketing to justify its process and outcomes. This article offers a forecast of the environmental pressures and discontinuities that will face marketing in the 1980's. Normative and measurement implications of this forecast are offered as the beginnings of an agenda for marketing researchers and theorists in the coming decade.
Cited by
7 articles.
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