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Rethinking marketing: back to purpose
Key and colleagues raise some serious criticisms related to the marketing discipline’s purpose drift and short-sighted approach to rigor and relevance. They provide a comprehensive and nuanced picture of the grand challenges in marketing, including the loss of domain expertise, detachment from real-...
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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/PMC7708733/ http://dx.doi.org/10.1007/s13162-020-00186-5 |