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Erschienen in:
2004 | OriginalPaper | Buchkapitel
Pluralism in Marketing Practice
verfasst von : Richard Brookes, Roger Palmer
Erschienen in: The New Global Marketing Reality
Verlag: Palgrave Macmillan UK
Enthalten in: Professional Book Archive
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This chapter discusses in detail the research work conducted by the Contemporary Marketing Practice (CMP) group. This work has a number of distinctive features: the connection that has been built between theory and practice, the wide-ranging nature of the research and the international context in which it has been conducted, and, not least, the quality of the findings that have emerged.