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Mandatory Fields
Editorial
Domegan, C
2011
December
Co-authoring tomorrow: On how past marketing knowledge enlightens future marketing theory
Published
1
Optional Fields
Tomorrow's marketing theory is best co-authored with its past, the history of marketing thought. The merits of this co-authoring are deeply rooted in the value this brings to marketing knowledge and the marketing discipline - conceptual, methodological, scientific and pedagogical value. The purpose of this contribution is to demonstrate the relationship between the history of marketing thought and the further development of marketing theory.
THOUSAND OAKS
SAGE PUBLICATIONS INC
1470-5931
495
498
10.1177/1470593111418801
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