Comments on the current state and role of marketing scholarship
Varey, R.J. (2010). Comments on the current state and role of marketing scholarship. Marketing theory, 10(4), 450-451.
Permanent Research Commons link: http://hdl.handle.net/10289/4954
Once again, Professor Gummesson’s incisive critique cuts through surface gloss to the heart and soul of the marketing academy. It is purpose, and not only technique that matters. Professor Gummesson raises issues about the mass production of scholarship that remain largely unspoken, even if they are recognized.
- Management Papers