Transformative Marketing: The Next 20 Years

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Kumar, V. (2018) Transformative Marketing: The Next 20 Years. Journal of Marketing, 82 (4). pp. 1-12. ISSN 1547-7185

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Publisher URL: https://doi.org/10.1509/jm.82.41

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.

Item Type:	Article
Subjects:	Marketing
Date Deposited:	18 Jun 2018 04:37
Last Modified:	11 Jul 2023 17:42
URI:	https://eprints.exchange.isb.edu/id/eprint/569

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