The Countenance of Marketing: A View From the 21stCentury Ivory Tower

Rajan Nataraajan
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Rajan Nataraajan: Auburn University

Chapter 3 in Quantitative Marketing and Marketing Management, 2012, pp 485-499 from Springer

Abstract: Abstract In this “thought piece”, as a marketing academic, the author reflects on what truly matters in terms of research into marketing in this century. Based upon a careful scan of the “goings on” in the world, he first offers a configuration that may aid in research idea or specific topic generation and then culls out broad areas that are worthy of academic enquiry by marketers of this new millennium.

Keywords: New Millennium Marketing; 21st Century Marketing; Aging; Culture; Leisure; Environment; Happiness (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-8349-3722-3_23

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DOI: 10.1007/978-3-8349-3722-3_23

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