کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1017046 940289 2015 4 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Macromarketing approaches to thought development in positive marketing: Two perspectives on a research agenda for positive marketing scholars
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Macromarketing approaches to thought development in positive marketing: Two perspectives on a research agenda for positive marketing scholars
چکیده انگلیسی
This study explores the intersections between macro- and positive-marketing approaches to how we improve human welfare, and to consider whether the development of thought in macromarketing can offer insight into questions important to the study of positive marketing. Two perspectives in macromarketing-the developmental school and the critical school-are offered as orientations toward positive marketing research.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 68, Issue 12, December 2015, Pages 2513-2516
نویسندگان
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