Relevance, rigor and impact of scholarly research in marketing, state of the discipline and outlook
Rajan Varadarajan ()
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Rajan Varadarajan: Texas A&M University
AMS Review, 2020, vol. 10, issue 3, No 8, 199-205
Abstract This commentary presents a dissenting point of view on some of Key et al.’s (AMS Review, 2020) observations concerning the relevance and rigor of scholarly research in marketing, impact of scholarly research in marketing on research in other disciplines, and influence of the marketing function in firms at the top management level.
Keywords: Relevance and rigor; Marketing theory; Value proposition and values proposition of the marketing academy to society (search for similar items in EconPapers)
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