Marketing’s Theoretical and Conceptual Value Proposition: An Abstract

Martin Key,Terry Clark,O. C. Ferrell,Leyland Pitt,David Stewart

academy marketing science conference（2017）

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摘要

“…the marketing discipline faces an urgent need for a rethinking of its fundamental purpose, premises, and implicit models that have defined marketing for at least the past 50 years” (Webster & Lusch p. 389, 2013).

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