Futurecast in marketing : findings from an academic think tank /

Capitalism versus communism, pure competition versus monopoly, globalisation versus domestic competition, qualitative versus quantitative, positivistic versus interpretivistic . . .and so on. It is the very essence of debate and argument that we adopt diametrically opposed positions despite the fact...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Davies, Fiona, Moutinho, Luiz, Veloutsou, Cleopatra
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Bradford, England : Emerald Group Pub., ©2002.
Colección:European journal of marketing ; v. 36, no. 4.
Temas:
Business forecasting.
Marketing.
Prévision commerciale.
marketing.
BUSINESS & ECONOMICS > Marketing > General.
BUSINESS & ECONOMICS > Distribution.
Business forecasting
Marketing
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Exploring key neo-marketing directions through the use of an academic "think tank": a methodological framework / Luiz Moutinho, Fiona Davies and Graeme Hutcheson
  • Relationship marketing: what if ...? / Cleopatra Veloutsou, Michael Saren and Nicholaos Tzokas
  • Determining market strategy: a cybernetic systems approach to scenario planning / Robert E. Morgan and Shelby D. Hunt
  • Predicting a diverse future: directions and issues in the marketing of services / Angus Laing, Barbara Lewis, Gordon Foxall and Gillian Hogg.

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