Communication de conférence

Marketers - a case of physician heal thyself?

in Industrial Marketing and Purchasing (IMP) Conference, Lugano, Switzerland, September, 2003.

par Millier, Paul (19..-....) ; Palmer, Roger

2003 - 10 P. - En anglais


Do writers in the area of marketing use and learn from the lessons they teach to others? This question is raised after noting the contradictions between the contents of books on the subject of marketing and the day-to-day concerns suggested by industrial marketers. This article draws on the results of research carried out among 30 European marketing managers (Germany, France, UK, Sweden). This research shows firstly how these managers perceive the marketing literature. The paper then generalises some principles to improve the correspondence between the contents of books and the expectations of industrial marketers.

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