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Nova paradigma v marketinški disciplini: soupravljanje marketinških odnosov
Jančič, Zlatko
Akcijska naravnanost marketinga je v krizi. Njegova upravljalska paradigma ne zmore več dohajati silovitega širjenja discipline, se ne more uspešno soočati s spremenjenimi zahtevami družbenega ...razvoja in nenazadnje, vedno redkeje lahko zanesljivo zagotovi tudi povsem profitne cilje podjetij. Če hoče marketing ostati središčna filozofija sodobnega gospodarjenja, mora spremeniti svojo dosedanjo paradigmo. Iz akcijske naravnanosti mora preiti v interakcijsko.
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