{"title":"个人对营销挑战的看法","authors":"Paul Wilkinson","doi":"10.1108/EUM0000000000021","DOIUrl":null,"url":null,"abstract":"Gives a personal view of the realities of applying marketing theory in practical fast‐moving consumer goods environments. Relates the author’s experiences over many product categories and companies to draw some lessons for improving success.","PeriodicalId":305809,"journal":{"name":"Journal of Marketing Practice: Applied Marketing Science","volume":"2 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"1996-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"A personal view of the marketing challenge\",\"authors\":\"Paul Wilkinson\",\"doi\":\"10.1108/EUM0000000000021\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Gives a personal view of the realities of applying marketing theory in practical fast‐moving consumer goods environments. Relates the author’s experiences over many product categories and companies to draw some lessons for improving success.\",\"PeriodicalId\":305809,\"journal\":{\"name\":\"Journal of Marketing Practice: Applied Marketing Science\",\"volume\":\"2 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"1996-06-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Marketing Practice: Applied Marketing Science\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/EUM0000000000021\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing Practice: Applied Marketing Science","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/EUM0000000000021","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Gives a personal view of the realities of applying marketing theory in practical fast‐moving consumer goods environments. Relates the author’s experiences over many product categories and companies to draw some lessons for improving success.
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