Is Marketing Losing its Identity? A Bibliometric Review

Marketing researchers have the responsibility to promote their field of study, developing models and tools, and suggesting best practices that favour marketing practitioners as well. In this sense, both current practices and consumer behavior are investigated. However, consumer behavior should not b...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	Revista brasileira de marketing 2017-06, Vol.16 (2), p.154-167
Hauptverfasser:	Falcão, Roberto Flores, Ikeda, Ana Akemi, Campomar, Marcos Cortez
Format:	Artikel
Sprache:	eng
Schlagworte:	Bibliometrics Consumer behavior Marketing Researchers
Online-Zugang:	Volltext
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