Abstract
Marketing has always been about hopes and dreams. The hope on the part of the marketing organization is that there is, or might be, some ‘magic bullet’ in the form of a new product or service or a new strategy or a new distribution system that would radically change the world; something that would please customers and, more importantly, make the marketer rich.
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© 2003 Don E. Schultz
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Schultz, D.E. (2003). Redesigning marketing to fit a different marketplace. In: Kitchen, P.J. (eds) The Future of Marketing. Palgrave Macmillan, London. https://doi.org/10.1057/9780230599857_2
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DOI: https://doi.org/10.1057/9780230599857_2
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-43177-9
Online ISBN: 978-0-230-59985-7
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