Transformative Marketing: The Next 20 Years

Kumar, V. (2018) Transformative Marketing: The Next 20 Years. Journal of Marketing, 82 (4). pp. 1-12.

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Abstract

In my interactions within the academic community, I am often posed with the following question: What are some of the topics we should be thinking about so that we can contribute to advancing the marketing discipline? As I reflect on how to respond, I recognize the transformation that is occurring within the marketing discipline. I view this transformation as an important phenomenon occurring around us, and I present my thoughts on the same in this editorial.

Affiliation: Indian School of Business
ISB Creators:
ISB CreatorsORCiD
Kumar, VUNSPECIFIED
Item Type: Article
Subjects: Marketing > Digital Marketing
Outsourcing > Digital Marketing

Marketing
Depositing User: Veeramani R
Date Deposited: 18 Jun 2018 04:37
Last Modified: 18 Jun 2018 04:37
URI: http://eprints.exchange.isb.edu/id/eprint/569
Publisher URL: https://doi.org/10.1509/jm.82.41
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