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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.