Drawing the strands together

Philip J. Kitchen

Chapter Chapter 10 in The Future of Marketing, 2003, pp 163-172 from Palgrave Macmillan

Abstract: Abstract This chapter draws together the varied strands associated with the previous contributions. Inevitably, in an eclectic book of this type, not all of the critical issues connected with marketing have been, or can be, discussed; but the contributors have raised some vital aspects of marketing and its future which are worthy of consideration by practitioner and academic communities. Each contribution will be discussed in turn, and then a summary and conclusion will be offered.

Keywords: Marketing Communication; Tangible Asset; Corporate Brand; Marketing Concept; Shareholder Return (search for similar items in EconPapers)
Date: 2003
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-59985-7_10

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DOI: 10.1057/9780230599857_10

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