Philip Kotler and Sidney Levy (1969) and Philip Kotler (2011) describe the broadening of the marketing discipline, where marketing insights were transferred to different institutional and applicational contexts.

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