A personal view of the marketing challenge

Abstract

Gives a personal view of the realities of applying marketing theory in practical fast‐moving consumer goods environments. Relates the author’s experiences over many product categories and companies to draw some lessons for improving success.

Citation

Wilkinson, P.N. (1996), "A personal view of the marketing challenge", Journal of Marketing Practice: Applied Marketing Science, Vol. 2 No. 2, pp. 51-57. https://doi.org/10.1108/EUM0000000000021