Integrating social and economic orientated marketing : a study of retail management
Date Issued
2000
Author(s)
DOI
10.1007/978-3-319-11885-7_52
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.