Item

Comments on the current state and role of marketing scholarship

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.
Type
Journal Article
Type of thesis
Series
Citation
Varey, R.J. (2010). Comments on the current state and role of marketing scholarship. Marketing theory, 10(4), 450-451.
Date
2010
Publisher
Sage
Degree
Supervisors
Rights