Marketing science in a postmodern world: introduction to the special issue
- 1 April 1997
- journal article
- e conceptual-paper
- Published by Emerald in European Journal of Marketing
- Vol. 31 (3/4), 167-182
- https://doi.org/10.1108/03090569710162308
Abstract
Provides an introduction to the Special Issue by discussing the nature of marketing science in a postmodern world. Argues that science needs marketing more than marketing needs science. (Look folks, I didn’t want to include a review of my own book, but the regular journal editor insisted ‐ honest! ‐ and, anyway, Thompson was desperate for the publication. I’m just too soft, that’s my problem. Please excuse my unacademic behaviour. Pretty please.)Keywords
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