The marketing learning identity
Abstract
Suggests that changes in the environment have required changes in the marketing concept. Shows that these changes have been in fact evolutionary rather than revolutionary ‐ making explicit aspects of the concept which were previously implicit. Provides an outline of the most recent concept, the metastrategic concept, and shows its relationship to the learning organization and organizational identity. Sets out a series of injunctions for those who seek to implement the new concept and create a marketing learning identity for their own organization.
Keywords
Citation
Cunnington, B. (1996), "The marketing learning identity", Journal of Consumer Marketing, Vol. 13 No. 5, pp. 56-65. https://doi.org/10.1108/07363769610130882
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited