Avoiding academic irrelevance in the marketing discipline: the promise of the history of marketing thought
This paper offers a commentary on Hunt's 'Advancing marketing strategy in the marketing discipline and beyond: From promise, to neglect, to prominence, to fragment, (to promise?)'. We focus on three issues: (1) the historical origins of marketing strategy, (2) resource-advantage theor...
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| Veröffentlicht in: | Journal of marketing management 2018-01, Vol.34 (1-2), p.52-62 |
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| container_end_page | 62 |
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| container_issue | 1-2 |
| container_start_page | 52 |
| container_title | Journal of marketing management |
| container_volume | 34 |
| creator | Jones, D. G. Brian Shaw, Eric H. |
| description | This paper offers a commentary on Hunt's 'Advancing marketing strategy in the marketing discipline and beyond: From promise, to neglect, to prominence, to fragment, (to promise?)'. We focus on three issues: (1) the historical origins of marketing strategy, (2) resource-advantage theory as a general theory of competition and/or a general theory of marketing and (3) the current state and future promise of doctoral training in the history of marketing thought. |
| doi_str_mv | 10.1080/0267257X.2017.1398771 |
| format | Article |
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| ispartof | Journal of marketing management, 2018-01, Vol.34 (1-2), p.52-62 |
| issn | 0267-257X 1472-1376 |
| language | eng |
| recordid | cdi_proquest_journals_2213817577 |
| source | Business Source Complete |
| subjects | Academic disciplines Market strategy Marketing Prominence |
| title | Avoiding academic irrelevance in the marketing discipline: the promise of the history of marketing thought |
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