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The Manager’s Dilemma: Role Conflict in Marketing


  • JS Armstrong

    (The Wharton School)


Norris Brisco, Melvin Copeland, Henry Erdman, Benjamin Hibbard, George Hotchkiss, Leverett Lyon, Stanley Resor, Clarence Saunders, Harry Tosdal, Roland Vaile: Who are these people? They are great men in the history of marketing, according to Wright and Dinsdale (1974). They are marketing heroes. But riot society’s heroes. Rather than hero, the marketing man is usually a villain in novels; he is the butt of jokes; and respondents to surveys think poorly of him.

Suggested Citation

  • JS Armstrong, 2005. "The Manager’s Dilemma: Role Conflict in Marketing," General Economics and Teaching 0502042, EconWPA.
  • Handle: RePEc:wpa:wuwpgt:0502042
    Note: Type of Document - pdf; pages: 9

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    References listed on IDEAS

    1. JS Armstrong, 2004. "The Panalba Role Playing Case," General Economics and Teaching 0412029, EconWPA.
    2. R. G. Lipsey & Kelvin Lancaster, 1956. "The General Theory of Second Best," Review of Economic Studies, Oxford University Press, vol. 24(1), pages 11-32.
    3. Carroll, Archie B., 1975. "Managerial ethics a post-watergate view," Business Horizons, Elsevier, vol. 18(2), pages 75-80, April.
    4. Armstrong, J. Scott, 1977. "Social irresponsibility in management," Journal of Business Research, Elsevier, vol. 5(3), pages 185-213, September.
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    More about this item


    conflict; marketing; manager;

    JEL classification:

    • A - General Economics and Teaching

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