Gray, Brendan; Matear, Sheelagh; Boshoff, Christo; … - In: European Journal of Marketing 32 (1998) 9/10, pp. 884-903
While academics have been attempting to establish empirical support for the marketing concept, managers have been facing a complementary challenge to implement this cornerstone of marketing theory. Both groups appear to have had limited success. Part of the problem may lie in a failure to...