Pluralism in Marketing Practice

Richard Brookes and Roger Palmer

Chapter Chapter 8 in The New Global Marketing Reality, 2004, pp 211-235 from Palgrave Macmillan

Abstract: Abstract This chapter discusses in detail the research work conducted by the Contemporary Marketing Practice (CMP) group. This work has a number of distinctive features: the connection that has been built between theory and practice, the wide-ranging nature of the research and the international context in which it has been conducted, and, not least, the quality of the findings that have emerged.

Keywords: Service Firm; Relationship Marketing; Marketing Practice; Market Practice; Relational Marketing (search for similar items in EconPapers)
Date: 2004
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-50857-6_9

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DOI: 10.1057/9780230508576_9

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