The intellectual ecology of mainstream marketing research: an inquiry into the place of marketing in the family of business disciplines
Volume: 42, Issue: 3, Pages: 223 - 241
Published: Dec 13, 2013
Abstract
Many inside mainstream academic marketing judge the discipline’s influence within the family of business disciplines (as well as in practice) to be in decline. Despite great research productivity, methodologies as sophisticated as any in the social sciences, and a large and rich literature, opinion and evidence suggest that academic marketing is the least influential of the mainstream academic business disciplines. Nevertheless, marketing’s...
Paper Details
Title
The intellectual ecology of mainstream marketing research: an inquiry into the place of marketing in the family of business disciplines
Published Date
Dec 13, 2013
Volume
42
Issue
3
Pages
223 - 241
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