Needed: A Larger Sense of Marketing and Scholarship

Published: Jan 1, 2005
Abstract
findings show that the field has changed sharply over time, and some considerable knowledge has been left behind during the general advance. However, this has now gone too far. Some of today’s views of marketing scholarship are overly constraining, especially regarding broader conceptualizations of marketing. To illustrate, consider the new official statement of our field. Limitations of the AMA’s New Definition of Marketing The AMA has recently...
Paper Details
Title
Needed: A Larger Sense of Marketing and Scholarship
Published Date
Jan 1, 2005
Journal
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