Cova, Bernard; Cova, Véronique - In: European Journal of Marketing 36 (2002) 5/6, pp. 595-620
’s behaviour than either marketing institutions or other “formal” cultural authorities. There is also an element of resistance and … effective marketing of 2002 and beyond is not to accept and exploit consumers in their contemporary individualisation, as … Northern approaches might. Rather the future of marketing is in offering and supporting a renewed sense of community. Marketing …
