Holbrook, Morris - In: Marketing Intelligence & Planning 33 (2015) 7, pp. 958-965
insight in the area of marketing practice and compares the marketing manager to the jazz musician with special attention to … that concerns most marketing managers most of the time. Findings – Ultimately, the author is struck by the rather profound … ways in which – true to the jazz metaphor – the marketing manager during the mature phase of the product life cycle …