Survival and Social Responsibility: Themes for Marketing Education and Management
Gelb, B.D.; Brien, R.H.
Journal of Marketing 35(2): 3-9
1971
ISSN/ISBN: 0022-2429 Document Number: 367699
The authors find in pessimistic predictions about the survival potential of mankind a sense of urgency to stimulate management's acceptance of "social responsibility." They suggest survival as a theme to unify and make relevant the education of tomorrow's marketing managers.
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