Dibb, Sally; Simões, Cláudia; Wensley, Robin - In: European Journal of Marketing 48 (2014) 1/2, pp. 380-404
Purpose – Describing marketing practices is fundamental to understanding both the scope of marketing practice and the … actual value it adds to the organization. This paper aims to clarify the reach of marketing practice and the nature of … marketing, customer analysis, marketing-mix management/marketing planning, and the centrality of customers. However, when these …
