n Management Today - The dynamics of marketing : an academic response to business issues

Volume 22, Issue 10
  • ISSN : 1027-4324



Extracted from text ... M The dynamics of marketing: an academic response to business issues 64 Management Today Yearbook 2007 Ricardo Machado is a senior lecturer in marketing for the Unisa department of marketing and retail management. He has lectured in most business schools as well as at many overseas institutions. Marketing as a study field has a duty to look at itself critically and determine what marketing has become and what academics need to include in the body of knowledge that is presented to students and practitioners as marketing theory and skills. Marketing academics have been doing this fairly regularly and articles ..

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