Abstract
Marketing has always promised more to business than it has delivered.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
P. Kotler, Marketing Management, 6th edn, Prentice-Hall, Englewood Cliffs, NJ, 1988.
A. Nove, The Soviet Economic System, George Allen & Unwin, London, 1977.
P. Drucker, The Practice of Management, Harper & Brothers, New York, 1954.
Marketing at the Crossroads, Coopers & Lybrand, London, 1993.
P. Kennedy, Preparing for the Twenty First Century, HarperCollins, London, 1993.
M. Albert, Capitalism against Capitalism, Whurr Publications, London, 1994.
C. Baker (ed.), ‘The Volkswagen Golf 1984–1990’, Advertising Works 7, NTC Publications, Henley, Oxfordshire.
A. Ourusoff, ‘What’s Hot’, Financial World, August 1994, New York.
‘Don’t Get Left on the Shelf’, The Economist, 2 July 1994, London.
J. Kochner, Presentation to Spring Direct Marketing Association Conference, New Orleans, 1993.
Quoted in M. Thompson-Noel, ‘Of Fish ‘Eads, Baked Beans and Cola’, Financial Times, 31 October 1994, London.
P. Kotler, Marketing Management.
The C-Box Project, Final report to the Newspaper Publishers Association, Collect Research, London, 1992.
Planning for Social Change 1993/94, Henley Centre, London, 1994.
S. Yahn, ‘Advertising’s Grave New World’, Advertising Age, 16 May 1994, Chicago.
Direct Marketing, Hoke Communications, Garden City, New York.
T. Levitt, The Marketing Imagination, Free Press, New York, 1983.
Copyright information
© 1996 Stewart Pearson
About this chapter
Cite this chapter
Pearson, S. (1996). A Time for Change. In: Building Brands Directly. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-13771-8_1
Download citation
DOI: https://doi.org/10.1007/978-1-349-13771-8_1
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-13773-2
Online ISBN: 978-1-349-13771-8
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)