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2009 | International Marketing and Business in the CEE Markets | 531-541
Tytuł artykułu

Marketing Responsibility in the Era of Climate Change

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Języki publikacji
In this paper I want to speculate about the possibility, the likelihood, that the profession of marketing will move away from its image of being the last resort of hucksters, carpet baggers, snake oil salesmen, and second-hand car dealers, to the status of a profession, with acknowledged standards of conduct, even its own equivalent of the Hippocratic oath. I am going to examine matters that must exercise the minds of all management professionals and especially management educators. Educators must speculate continuously about how management can be made to function more effectively and more efficiently. The world is metaphorphosing as we speak. Current changes in the balance of world economic power, instantaneous global communications, and global terrorism are all developments requiring us to think about the system in which marketing management functions, namely market-driven capitalism. (fragment of text)
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