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Are marketers only half right?

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Conventional wisdom on what are sound marketing principles derives from the era when marketing came to prominence fifty years ago. A question is posed on each of eight core principles and practices of marketing and what might be the typical marketer's answer is shown to be only half right. The final section gives the course of action that companies and marketers should take to enable their marketing decisions to be based on up-to-date and useful knowledge on these important marketing practices.
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Document Type: Research Article

Publication date: March 1, 2009

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