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Future directions o...
Future directions of marketing knowledge : proposing an enriching framework including self-actualisation marketing
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- Lagrosen, Stefan, 1960- (author)
- Växjö universitet,Ekonomihögskolan, EHV,Högskolan Väst, Avd för företagsekonomi,Avd för företagsekonomi,Department of Economics and Informatics, University West, Trollhättan, Sweden
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- Svensson, Göran, 1961- (author)
- Högskolan i Halmstad,Centre for International Marketing and Entrepreneurship Research (CIMER),Oslo School of Management, Oslo, Norway & Deakin University, Australia
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(creator_code:org_t)
- Geneve : Inderscience Publishers, 2009
- 2009
- English.
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In: International Journal of Electronic Customer Relationship Management. - Geneve : Inderscience Publishers. - 1750-0664 .- 1750-0672. ; 3:4, s. 327-343
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Abstract
Subject headings
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- This paper aims to review schools and frameworks of marketing knowledge in order to propose future directions of marketing knowledge. The authors also provide a brief retrospective view of the marketing discipline. Reflecting over the origin, evolution and current status, the authors have come to distinguish three cornerstones of marketing knowledge namely objective, process and subjective. On this basis, five potential steps in the development of marketing knowledge are identified. The paper draws attention to the areas: the entrance of marketers, the levels of marketing knowledge, the introduction of self-actualisation marketing, the effect of time and complexity on marketing knowledge, and the need for syntheses and generalisations of marketing knowledge. A framework for enriching the field of marketing with these five interrelated paths of development is proposed. Finally, it provides a model of proposition to future marketing knowledge.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business (hsv//eng)
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Keyword
- marketing knowledge; learning; school; framework; self-actualisation marketing; relationship marketing; Maslow; marketers
- Business and economics
- Ekonomi
- Business studies
- Företagsekonomi
- Business administration
- Företagsekonomi
Publication and Content Type
- ref (subject category)
- art (subject category)
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