Charting New Directions for Marketing
Journal of MarketingPublished 1 January 1999
George S. Day, David B. Montgomery
Citations437
SJR quartileQ1
SJR score13.39
SNIP5.22
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Abstract
Four fundamental issues serve to establish the identity of the field of marketing, distinguish it from other fields and disciplines, and compel further research inquiry. These issues ask (1) How do...
Keywords
Social SciencesBusiness, Management and Accounting
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