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.
  

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...