The Marketing Practitioner as Political Actor

Open Access
Publisher Website
Google Scholar
Abstract
In recent years, managers have been confronted with an increasing number of public attacks on their marketing practices. This paper describes a managerial approach for anticipating and coping with such attacks. Further, some observations are offered about general trends affecting the public arena of marketing and the implications of these trends for marketing research, education, and practice.

This publication has 0 references indexed in Scilit: