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Abstract

This section inquires into empirical and scholarly support of Fisk’s thesis that marketing is everybody’s business by analyzing how the discipline described its fundamental “business” over time and the consequences of respective historical decisions.

Keywords

Customer Relationship Management Marketing Research American Market Association Corporate Communication Marketing Concept 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Deutscher Universitäts-Verlag | GWV Fachverlage GmbH, Wiesbaden 2006

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