Misplaced marketing: Mismanagement of misfocused trade association leaders
Herbert Jack Rotfeld
(Professor of Marketing, Department of Marketing and Transportation, Auburn University, Alabama, USA)
588
Abstract
Focuses on the mismanagement by trade association leaders who focus on wrong areas. Suggests that they would do well to remember their experience as a member rather than as a leader in order for them to maintain their marketing perspective.
Keywords
Citation
Rotfeld, H.J. (2003), "Misplaced marketing: Mismanagement of misfocused trade association leaders", Journal of Consumer Marketing, Vol. 20 No. 4, pp. 291-293. https://doi.org/10.1108/07363760310483667
Publisher
:MCB UP Ltd
Copyright © 2003, MCB UP Limited