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
Hauptverfasser:	Jones, D. G. Brian, Shaw, Eric H.
Format:	Artikel
Sprache:	eng
Schlagworte:	Academic disciplines Market strategy Marketing Prominence
Online-Zugang:	Volltext
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