Integrating social and economic orientated marketing : a study of retail management
Date Issued
2000
Author(s)
Abstract
This paper argues that social marketing initiatives in retailing need to be part of the institutional orientation of
the firm, focused on a product familiar to both employees and consumers and integrated with human resource
management practices of the firm in order to provide a distinct competitive advantage.
the firm, focused on a product familiar to both employees and consumers and integrated with human resource
management practices of the firm in order to provide a distinct competitive advantage.