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My journey through marketingland
Stockholm University, Faculty of Social Sciences, Stockholm Business School.
Number of Authors: 12019 (English)In: Journal of Historical Research in Marketing, ISSN 1755-750X, E-ISSN 1755-7518, Vol. 11, no 4, p. 421-440Article in journal (Refereed) Published
Abstract [en]

Purpose

The purpose of this viewpoint is to analyze and interpret the author’s career as a researcher in marketing.

Design/methodology/approach

This viewpoint applies case theory (Gummesson, 2017a), in which the author is the case.

Findings

One should respect the difficulty of understanding the complex and dynamic world of marketing and not be fooled into premature generalizations and reverence to established theory.

Originality/value

The emphasis is on marketing as a revenue-generating activity through interaction in the network of complex relationships; the need for less ritualistic research methodology; and the orientation toward theory generation, decision-making, implementation and achievement of desired results.

Place, publisher, year, edition, pages
2019. Vol. 11, no 4, p. 421-440
Keywords [en]
Marketing theory, Service, Autobiography
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:su:diva-175932DOI: 10.1108/JHRM-12-2018-0060ISI: 000489141500006OAI: oai:DiVA.org:su-175932DiVA, id: diva2:1370450
Available from: 2019-11-15 Created: 2019-11-15 Last updated: 2019-11-15Bibliographically approved

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