Research, rhetoric and reality: marketing's trifid
| Publication Type | Book Chapter |
| Year of Publication | 1993 |
| Authors | Dibb S, Stern P |
| Book Title | Brownlee, D, Saren, S, Wensley, R and Whittington, R (eds) Rethinking Marketing: new perspectives on the discipline and profession |
| Pagination | 24-35 |
| Publisher | Warick Business School |
| City | Warwick |
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