Challenges to Academic Marketing: Toward the Next Decade

Challenges to Academic Marketing: Toward the Next Decade

At the turn of the century and millennium, the Marketing Science Institute and the American Marketing Association undertook in a conference and a special issue of the Journal of Marketing to examine what were seen as fundamental issues and directions for marketing in the dawning millennium. A series...

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Main Author: Montgomery, David B.
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2004
Subjects:
Marketing
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/1919
https://ink.library.smu.edu.sg/context/lkcsb_research/article/2918/viewcontent/0104paper.pdf
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Institution: Singapore Management University
Language: English
id sg-smu-ink.lkcsb_research-2918
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spelling sg-smu-ink.lkcsb_research-29182018-07-09T07:43:04Z Challenges to Academic Marketing: Toward the Next Decade Montgomery, David B. At the turn of the century and millennium, the Marketing Science Institute and the American Marketing Association undertook in a conference and a special issue of the Journal of Marketing to examine what were seen as fundamental issues and directions for marketing in the dawning millennium. A series of competitively commissioned papers addressed such questions as: How do customers and consumers really behave? How do markets function and evolve? How do firms relate to their markets? And what are the contributions of marketing to organizational performance and societal welfare? These questions were thought to best satisfy the criteria of differentiation, durability, specificity, and relevance as this look ahead was taken. 2004-01-01T08:00:00Z text application/pdf https://ink.library.smu.edu.sg/lkcsb_research/1919 https://ink.library.smu.edu.sg/context/lkcsb_research/article/2918/viewcontent/0104paper.pdf http://creativecommons.org/licenses/by-nc-nd/4.0/ Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University Marketing
institution Singapore Management University
building SMU Libraries
continent Asia
country Singapore
Singapore
content_provider SMU Libraries
collection InK@SMU
language English
topic Marketing
spellingShingle Marketing
Montgomery, David B.
Challenges to Academic Marketing: Toward the Next Decade
description At the turn of the century and millennium, the Marketing Science Institute and the American Marketing Association undertook in a conference and a special issue of the Journal of Marketing to examine what were seen as fundamental issues and directions for marketing in the dawning millennium. A series of competitively commissioned papers addressed such questions as: How do customers and consumers really behave? How do markets function and evolve? How do firms relate to their markets? And what are the contributions of marketing to organizational performance and societal welfare? These questions were thought to best satisfy the criteria of differentiation, durability, specificity, and relevance as this look ahead was taken.
format text
author Montgomery, David B.
author_facet Montgomery, David B.
author_sort Montgomery, David B.
title Challenges to Academic Marketing: Toward the Next Decade
title_short Challenges to Academic Marketing: Toward the Next Decade
title_full Challenges to Academic Marketing: Toward the Next Decade
title_fullStr Challenges to Academic Marketing: Toward the Next Decade
title_full_unstemmed Challenges to Academic Marketing: Toward the Next Decade
title_sort challenges to academic marketing: toward the next decade
publisher Institutional Knowledge at Singapore Management University
publishDate 2004
url https://ink.library.smu.edu.sg/lkcsb_research/1919
https://ink.library.smu.edu.sg/context/lkcsb_research/article/2918/viewcontent/0104paper.pdf
_version_ 1770570065813438464

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