Toward A Normative Theory of Normative Marketing Theory

  title={Toward A Normative Theory of Normative Marketing Theory},
  author={Ian Wilkinson and Louise Young},
We show how different approaches to developing marketing strategies depending on the type of environment a firm faces, where environments are distinguished in terms of their systems properties not their context. Particular emphasis is given to turbulent environments in which outcomes are not a priori predictable and are not traceable to individual firm actions and we show that, in these conditions, the relevant unit of competitive response and understanding is no longer the individual firm but… CONTINUE READING


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