Reaching for rigor and relevance: Better marketing research for a better world
Over the past several decades, scholars have highlighted the obligations and opportunities for marketing as a discipline to play a role in creating a better world — or risk becoming irrelevant for the largest problems facing consumers and society. This paper provides a framework to enhance the relev...
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| Main Authors: | , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2022
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/7251 https://ink.library.smu.edu.sg/context/lkcsb_research/article/8250/viewcontent/Marketing_Letters_14_SM__AAM_.pdf |
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| Institution: | Singapore Management University |
| Language: | English |