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Examining the disconnect between marketing theory and practice, this book critiques how theories are often created in isolation, neglecting the diverse realities of marketing applications. It explores the historical roots of marketing knowledge, emphasizing the need for a collaborative approach to better align theoretical frameworks with practical experiences. By addressing these gaps, the author aims to enhance understanding and effectiveness in the field of marketing.
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The Roots and Uses of Marketing Knowledge, Terry Smith
- Language
- Released
- 2020
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- (Hardcover)
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