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Marketing and Management Science— A Marriage on the Rocks?

1968; SAGE Publishing; Volume: 10; Issue: 4 Linguagem: Inglês

10.2307/41164126

2162-8564

John J. Cardwell,

Business Strategy and Innovation

Instead of seeking solutions from the application of techniques contributed by the management sciences, marketers should start from the nature of the given problem and try to shape the techniques to fit.