What is the resilience of the marketing discipline? In other words, what is the perennity of the marketing concept, of … marketing principles and purpose, and what is the adaptive capacity of marketing over time? In what measure are marketing … marketing respond to the severe shocks that characterize our time and to what extent does it integrate societal issues? Are …

This case explores the aggregate influence of corporate marketing practices on public health and examines the … increasingly important issue of the role of targeted marketing strategies by the food and beverage industries in the obesity … epidemic. Specifically, it engages a discussion about a significant yet overlooked dimension - targeted marketing to ethnic …

Marketing has been criticized for its lack of accountability, which is qualified by a misalignment with strategic … objectives. Most of the researches propose that marketing accountability must be reinforced with more performance measures. In … accountable, we show that that they seek to make the best decision according to marketing objectives even if they are conflicting …

In this new book, traditional marketing approaches such as branding, customer research and competitive strategy are … companies are not to betray it. The book is as much about strategy and organisational structure as marketing. The concept of the …