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Erschienen in:
2012 | OriginalPaper | Buchkapitel
The Countenance of Marketing: A View From the 21stCentury Ivory Tower
verfasst von : Rajan Nataraajan, PhD
Erschienen in: Quantitative Marketing and Marketing Management
Verlag: Gabler Verlag
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In this “thought piece”, as a marketing academic, the author reflects on what truly matters in terms of research into marketing in this century. Based upon a careful scan of the “goings on” in the world, he first offers a configuration that may aid in research idea or specific topic generation and then culls out broad areas that are worthy of academic enquiry by marketers of this new millennium.