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Research papers

Innovative marketing between industrial civilization and culture

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...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Authors: D. Bratina, G. Zanetti
September 1, 1972
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Citation

Bratina and Zanetti (1972a, September 01). Innovative marketing between industrial civilization and culture. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/innovative-marketing-between-industrial-civilization-and-culture