Establishing the scope of marketing practice: insights from practitioners
نویسنده
چکیده
Sally Dibb is Professor of Marketing and Director of the Institute for Social Marketing at the Open University Business School. Her research interests are in marketing practice, marketing strategy, and consumer behaviour, on which she has published extensively. She has written seven books and has published in the Journal of the Academy of Marketing Science, European Journal of Marketing, Industrial Marketing Management, Services Industries Journal, Long Range Planning, and OMEGA, among others.
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