Whither "marketing"? Commentary on the American marketing association's new definition of marketing

Research output: Chapter or Contribution to Book › Chapter

Original language	English
Title of host publication	Does Marketing Need Reform?
Subtitle of host publication	Fresh Perspectives on the Future
Publisher	Taylor & Francis
Pages	105-108
Number of pages	4
ISBN (Electronic)	9781315705118
ISBN (Print)	9780765616999
State	Published - Jan 28 2015

ASJC Scopus Subject Areas

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title = "Whither {"}marketing{"}? Commentary on the American marketing association's new definition of marketing",

author = "Gundlach, \{Gregory T.\}",

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booktitle = "Does Marketing Need Reform?",

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BT - Does Marketing Need Reform?

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