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| Author: | Hunt, S. |
| Title: | On rethinking marketing: our discipline, our practice, our methods |
| Journal: | European Journal of Marketing
1994 : VOL. 28:3, p. 13-25 |
| Index terms: | DISCIPLINE RESEARCH MARKETING |
| Language: | eng |
| Abstract: | Rethinking marketing should start with answers to three questions: why has our discipline made so few original contributions to the strategy dialogue? Why have we focused on dysfunctional, rather than functional, relationships? Why do qualitative studies lack acceptance in marketing? The author suggests that the fact that marketing has viewed itself as an "applied discipline" has significantly contributed to our making so few original contributions to the strategy dialogue. |
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