Co-authoring tomorrow: On how past marketing knowledge enlightens future marketing theory

Christine Domegan

doi:10.1177/1470593111418801

Co-authoring tomorrow: On how past marketing knowledge enlightens future marketing theory

Christine Domegan

Marketing

Research output: Contribution to a Journal (Peer & Non Peer) › Article › peer-review

4 Citations (Scopus)

Abstract

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.

Original language	English
Pages (from-to)	495-498
Number of pages	4
Journal	Marketing Theory
Volume	11
Issue number	4
DOIs	https://doi.org/10.1177/1470593111418801
Publication status	Published - Dec 2011

Keywords

history of marketing thought
marketing knowledge
marketing philosophy
marketing theory

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10.1177/1470593111418801

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abstract = "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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Co-authoring tomorrow: On how past marketing knowledge enlightens future marketing theory

Abstract

Keywords

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