Paths to marketing's future: a sub‐first tier GATORE principle perspective
Purpose – This paper seeks to propose steps marketing stakeholders should and can take to facilitate increasing the speed at which marketing proceeds to evolve – toward the stars and beyond. Design/methodology/approach – Drawing from the literature advanced by first‐tier scholars the confusion surrounding marketing's future is examined. Findings – Marketing, in its various manifestations, has been, is, and will continue to be, of enormous human benefit. Originality/value – This paper recommends that all marketers subscribe to the normative marketing stakeholders' model presented and the open‐minded exchange is prescribed.
Year of publication: |
2008
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Authors: | Nathaniel Carr, B. |
Published in: |
European Journal of Marketing. - Emerald Group Publishing Limited, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 42.2008, 11/12, p. 1145-1155
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Publisher: |
Emerald Group Publishing Limited |
Subject: | Marketing | Stakeholder analysis |
Saved in:
Online Resource
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