Browsing by Author "Wilkes, James Allan"
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The New Zealand red meat industry: Defined by the past, embedded in the present, blind to the future. An investigation into marketing myopia and its links to poor performance and profitability
Wilkes, James AllanMarketing Myopia is a theory developed by the late, great, Theodore Levitt, an influential economist and marketing innovator born to a Jewish family in Vollmerz, Schlüchtern, Germany. The family emigrated to the United ...