Innovative marketing between industrial civilization and culture

Date of publication: September 1, 1972

Abstract:

The identification of certain changes on a world-wide level leads to the need to redefine the firm in terms of the prospects of permanent innovation on two levels, that of "civilization" and that of "culture". With such an aim it is necessary to transform the traditional decisional processes which are based exclusively on the myth of efficiency and expansion, which were considered ends in themselves, harmonising the role of the firm with the needs of a changing world and so enabling it to give answers which are historically effective.

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