Abstract
This paper presents and discusses a conceptual framework for the restructuring of basic Marketing Policy courses. The conceptual framework is built around the modern concept of strategy. As such, it tries to bridge the gap between the marketing concept and new conceptual and empirical findings in the industrial organization literature.
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© 2015 Academy of Marketing Science
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Zuccaro, C. (2015). Marketing Policy, The Concept of Strategy and Marketing Education. In: Bahn, K. (eds) Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17046-6_118
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DOI: https://doi.org/10.1007/978-3-319-17046-6_118
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17045-9
Online ISBN: 978-3-319-17046-6
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