The authors of the article argue that the 'myths of managerial marketing' have been constructed over decades through a claim of dominance by the marketing discipline, which they suggest should be replaced by a 'claim for balance' due to the complexity of marketing reality.

Authors

• Person: Not available Organization: Springer
  Managerial marketing and behavioral marketing: when myths about ...

Sources

• Managerial marketing and behavioral marketing: when myths about ... link.springer.com Springer via serper

Referenced by nodes (1)

• marketing discipline concept