Roots and Uses of Marketing Knowledge

The author engages with the vital conversation about how marketing knowledge is created, disseminated and consumed, looking beyond the traditional reification of practice in theory and verification of theory in practice. The history and future of marketing knowledge is examined with the aid of instructive illustrations and insightful first-hand experience.

Autorul se angajeaza in conversatia vitala despre modul in care cunostintele de marketing sunt create, diseminate si consumate, privind dincolo de reificarea traditionala a practicii in teorie si verificarea teoriei in practica. Istoria si viitorul cunostintelor de marketing sunt examinate cu ajutorul ilustratiilor instructive si a experientei intelepte de prima mana.