Transformative Marketing: The Next 20 Years:

Published on Jul 1, 2018in Journal of Marketing7.82
· DOI :10.1509/jm.82.41
V. Kumar8
Estimated H-index: 8
(HUST: Huazhong University of Science and Technology)
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In my interactions within the academic community, I am often posed with the following question: What are some of the topics we should be thinking about so that we can contribute to advancing the marketing discipline? As I reflect on how to respond, I recognize the transformation that is occurring within the marketing discipline. I view this transformation as an important phenomenon occurring around us, and I present my thoughts on the same in this editorial.
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  • References (15)
  • Citations (19)
#1V. KumarH-Index: 57
#2Bharath Rajan (J. Mack Robinson College of Business)H-Index: 4
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#1Peter C. Verhoef (UG: University of Groningen)H-Index: 48
#2P. K. Kannan (UMD: University of Maryland, College Park)H-Index: 33
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448 CitationsSource
#1V. Kumar (J. Mack Robinson College of Business)H-Index: 57
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#1Raj Chetty (Harvard University)H-Index: 40
#2Nathaniel Hendren (Harvard University)H-Index: 16
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#1V. Kumar (J. Mack Robinson College of Business)H-Index: 57
#2Angeliki Christodoulopoulou (J. Mack Robinson College of Business)H-Index: 1
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#1V. Kumar (J. Mack Robinson College of Business)H-Index: 57
#2Veena Chattaraman (AU: Auburn University)H-Index: 10
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#1Stuart Read (SPbU: Saint Petersburg State University)H-Index: 14
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