Co-authoring tomorrow: On how past marketing knowledge enlightens future marketing theory
نویسنده
چکیده
Tomorrow’s marketing theory is best co-authored with its past, the history of marketing thought. The merits of this co-authoring are deeply rooted in the value this brings to marketing knowledge and the marketing discipline – conceptual, methodological, scientific and pedagogical value. The purpose of this contribution is to demonstrate the relationship between the history of marketing thought and the further development of marketing theory.
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