Marketing Discourse: A Critical Perspective

Per Skålén · Martin Fougère · Markus Fellesson

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Marketing and Advertising Strategies Management Theory and Practice Management and Organizational Studies

Abstract

Introduction 1. Previous Research and Analytical Framework 2. Method 3. The Chronology of Marketing Discourse 4. Early Marketing Thought (c. 1900-1960) 5. Marketing Management (c. 1950-1985) 6. Service Management 7. Discussion: Customer Orientation, 'Depth' and Self-Regulation

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