Marketing’s theoretical and conceptual value proposition: opportunities to address marketing’s influence

Volume: 10, Issue: 3-4, Pages: 151 - 167
Published: Jul 27, 2020
Abstract
This paper is composed of scholarly essays that explore the problematic nature of marketing’s influence within the academy and organizations, potential explanations and causes, and how conceptual and theoretical research can address and move our discipline forward. Each section represents material and research developed through interactive sessions from Academy of Marketing Science conferences. Topics include the history of the marketing...
Paper Details
Title
Marketing’s theoretical and conceptual value proposition: opportunities to address marketing’s influence
Published Date
Jul 27, 2020
Journal
Volume
10
Issue
3-4
Pages
151 - 167
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