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      Comments on the current state and role of marketing scholarship

      Varey, Richard J.
      DOI
       10.1177/1470593110382827
      Link
       mtq.sagepub.com
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      Citation
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      Varey, R.J. (2010). Comments on the current state and role of marketing scholarship. Marketing theory, 10(4), 450-451.
      Permanent Research Commons link: https://hdl.handle.net/10289/4954
      Abstract
      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.
      Date
      2010
      Type
      Journal Article
      Publisher
      Sage
      Collections
      • Management Papers [1135]
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