This chapter begins with a short play depicting, amongst other things, the demise of the marketing academy, and its subsequent, more eclectic revival. The play's main message is further explored by examining the academy's forerunner of marketing knowledge development, the marketing concept. A play was chosen as the main means of communicating our message first, and foremost, as a result of the authors'(the first author in particular) boredom with conventional academic marketing papers. Secondly, and ...
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