Saren, Michael - In: Marketing Intelligence & Planning 25 (2007) 1, pp. 11-16
Purpose – To show how the conceptual framework of the marketing discipline can be radically revised and rethought, to …‐first century. Design/methodology/approach – Commissioned as a viewpoint, with permission to “think aloud”. Findings – Marketing … thinkers need to broaden their horizons, look at the marketing phenomenon as consumers experience it, and be prepared to learn …