Learning from giants – exploring, classifying and analysing existing knowledge on market research
Agnes NairnEM Lyon
Pierre BerthonBentley College
Arthur MoneyHenley Management College
Centuries of wisdom agree that the human race is more...
Learning from giants - exploring, classifying and analysing existing knowledge on market research
The paper presented here is an abridged and adapted version of an article by Pierre Berthon, Agnes Nairn and Arthur Money which appeared in Marketing Education Review, 13, 2 (Summer) 2003.
