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My journey through marketingland

My journey through marketingland PurposeThe purpose of this viewpoint is to analyze and interpret the author’s career as a researcher in marketing.Design/methodology/approachThis viewpoint applies case theory (Gummesson, 2017a), in which the author is the case.FindingsOne 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/valueThe 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

My journey through marketingland

Gummesson, Evert
Journal of Historical Research in Marketing , Volume 11 (4): 20 – Nov 18, 2019
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1755-750X
DOI
10.1108/JHRM-12-2018-0060
Publisher site
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Abstract

PurposeThe purpose of this viewpoint is to analyze and interpret the author’s career as a researcher in marketing.Design/methodology/approachThis viewpoint applies case theory (Gummesson, 2017a), in which the author is the case.FindingsOne 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/valueThe 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.

Journal

Journal of Historical Research in Marketing – Emerald Publishing

Published: Nov 18, 2019

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