Varey, Richard J.2011-01-202011-01-202010Varey, R.J. (2010). Comments on the current state and role of marketing scholarship. Marketing theory, 10(4), 450-451.https://hdl.handle.net/10289/4954Once 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.enmarketingJournal Article10.1177/1470593110382827