附註:Includes bibliographical references.
Exploring key neo-marketing directions through the use of an academic "think tank": a methodological framework / Luiz Moutinho, Fiona Davies and Graeme Hutcheson -- Relationship marketing: what if ...? / Cleopatra Veloutsou, Michael Saren and Nicholaos Tzokas -- Determining market strategy: a cybernetic systems approach to scenario planning / Robert E. Morgan and Shelby D. Hunt -- Predicting a diverse future: directions and issues in the marketing of services / Angus Laing, Barbara Lewis, Gordon Foxall and Gillian Hogg.
摘要:Capitalism versus communism, pure competition versus monopoly, globalisation versus domestic competition, qualitative versus quantitative, positivistic versus interpretivistic . . .and so on. It is the very essence of debate and argument that we adopt diametrically opposed positions despite the fact that invariably we find that polar opposites are the exception rather than the rule.
