Working Papers

Wisdom—The Pinnacle of Human Virtues and a Central Foundation for Macromarketing

David Glen Mick, Thomas S. Bateman, and Richard J. Lutz

Jan 1, 2008

Examines wisdom in marketing contexts via pertinent literature and interviews with leading executives; suggests that wisdom in marketing is characterized by the recognition and management of five central paradoxes.

By using MSI.org you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.