Baines, Fill, & Rosengren: Marketing 4e
Chapter 4: Research insights (seminal paper links)
- Research Insight 4.1
Danciu, V. (2013) The future of marketing: an appropriate response to the environment changes, Theoretical and Applied Economics, Volume XX, 5(582), 33-52.
- Research Insight 4.2
Levitt, T. (2004), ‘Marketing myopia’, Harvard Business Review, July–August (originally published in 1960).
- Research Insight 4.3
Porter, M. E. (1980), Competitive Strategy: Techniques for Analysing Industries and Competitors, New York: Free Press.
- Research Insight 4.4
Morrison, A. and Wensley, R. (1991), ‘Boxing up or boxing in: A short history of the Boston Consulting Group Share/Growth Matrix’, Journal of Marketing Management, 7, 2, 105–29.