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Full-Text Articles in Business
Strategy And Risk: New Relationships Among Governance, Brand And Leadership, Nicholas Imparato
Strategy And Risk: New Relationships Among Governance, Brand And Leadership, Nicholas Imparato
Marketing (Formerly Marketing and Law)
No abstract provided.
Marketing Scholarship: Evolving Research Standards, Karl Boedecker, Fred W. Morgan
Marketing Scholarship: Evolving Research Standards, Karl Boedecker, Fred W. Morgan
Economics, Law, and International Business
Marketing academics endeavor to conduct research that contributes to the development of cutting edge theories and ideas about marketing. At the same time, they try to incorporate these research findings into their classes through the application of theories to the practice of marketing. Even so, marketing scholarship comes under intermittent attack for being arcane and irrelevant for practitioners. To explore this disconnect between theory and practice, we review the evolution of scholarly research in marketing. We identify the various definitions of scholarship that have evolved as business schools have matured. We conclude that marketing academics must make scholarly contributions, variously …