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Relevance, rigor and impact of scholarly research in marketing, state of the discipline and outlook
This commentary presents a dissenting point of view on some of Key et al.’s (AMS Review, 2020) observations concerning the relevance and rigor of scholarly research in marketing, impact of scholarly research in marketing on research in other disciplines, and influence of the marketing function in fi...
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
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Springer US
2020
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| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7643090/ http://dx.doi.org/10.1007/s13162-020-00180-x |
| Sumario: | This commentary presents a dissenting point of view on some of Key et al.’s (AMS Review, 2020) observations concerning the relevance and rigor of scholarly research in marketing, impact of scholarly research in marketing on research in other disciplines, and influence of the marketing function in firms at the top management level. |
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