Item request has been placed! ×
Item request cannot be made. ×
loading  Processing Request

Relevance, rigor and impact of scholarly research in marketing, state of the discipline and outlook.

Item request has been placed! ×
Item request cannot be made. ×
loading   Processing Request
Read More Add to Saved list
  • Additional Information
    • Abstract:
      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. [ABSTRACT FROM AUTHOR]
    • Abstract:
      Copyright of AMS Review is the property of Springer Nature and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)