Positioning and Upgrading IMP Theory as a Marketing Theory
作者： Hans Jansson
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摘要: preview 1 Positioning and Upgrading IMP Theory as a Marketing Hans Jansson, professor Baltic Business Research Center (BBRC), School (BBS), University of Kalmar, S-391 82 Sweden Hans.Jansson@hik.se Tel: +46 480 497180, Mobile: 701 152206 For the sake argument: Many hold theory well defined organized business marketing theory. I have to disagree. In its current state it is not. This argument based on following major observations: * still mainly an industrial that requires be re-formulated theory, at same time must distinguished from other theories in better way. product 1970’s – mid 1990’s needs updated 21 century. *To become for future, also integrated with parallel on-going developments Paper presented 24 Conference Uppsala the: Special Track (A): Compelling Disagreements
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