Introduction Too often, marketing is thought of being advertising and nothing more. However, already Levitt (1960) and Kotler (1970) established that marketing is a strategic priority. Many organizations, perhaps due to lack of marketers in their executive boards, have since forgotten this imperative. Another reason for decreased importance of marketing is due to marketing scholars […]
Joni SalminenAssociate Professor (tenure track) at the University of Vaasa, and Adjunct Professor at the Turku School of Economics.