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Keywords: Critical
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2011) 29 (7): 628–642.
Published: 25 October 2011
...Anthony A. Hines; Barry Ardley Purpose This paper uses phenomenology as a critical theoretical lens through which to view marketing management theory. The aim is to demonstrate that it can uncover the extent to which established theory neglects the human side of marketing. Design/methodology...
