The on going debate on whether the traditional marketing mix model is out dated, incomplete, insufficient and/or limited was initially launched by academics belonging lo the IMP group and/or the service school of marketing. ...

Since the mid-l 960s. the marketing management school has dominated research in marketing. For Them, exchanges are exchange transactions. In the late 70's and early R0's, the IMP group and the Nordic School of Services ...

This is the case study of a turn around of managerial practices within a division of a large Argentine company, during 1994/5. The division goes: from a reactive to a proactive attitude, from an unstructured sales policy ...