Neal, Carolyn Pollard
January 1992
Marketing Management;Winter1992, Vol. 1 Issue 1, p4
The article discusses various reports in this issue, including one by Michael Czinkota about the modern mission of marketing, one by Andrew Parsons about consumer marketing in the 1990s, and one by Peter Farquhar, Julia Han and Yuji Ijiri about nurturing brand equity and capitalizing the value of brand franchises.


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