Marketing: Romantic or realistic?: Setting unrealistic goals gives marketing a bad rap

Marketing Research

Volumn 13, Issue 2, 2001, Pages 40-42

  Ehrenberg, Andrew ^a  

^a South Bank University's R and D Initiative ^*

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Indexed keywords

EID: 23444448690     PISSN: 10408460     EISSN: None     Source Type: Journal    
DOI: None     Document Type: Article

References (5)

1. Bullmore, Jeremy (1998), Behind the Scenes in Advertising. Henley on Thames: Admap Publications.
2. Ehrenberg, Andrew, Neil Barnard, and John Scriven (1997), "Differentiation or Salience?" Journal of Advertising Research. (37), 7-14.
3. and John Bound (2000), "Turning Data into Knowledge," in Marketing Research: State-of-the-Art Perspectives, Chuck Chakrapani, ed. Chicago, IL: American Marketing Association, 23-46.
4. Handy, Charles B. (1994), The Empty Raincoat: Making Sense of the Future. London: Hutchinson.
5. Simon, Herbert (1947), Administrative Behavior. New York: Macmillan.