Evolution of Marketing as a Discipline: What Has Happened and What to Look Out For

被引：133

作者：

Kumar, V. ^{[1
,2
]}

机构：

[1] Georgia State Univ, Ctr Excellence Brand & Customer Management, J Mack Robinson Coll Business, Atlanta, GA 30303 USA

[2] Huazhong Univ Sci & Technol, Wuhan, Peoples R China

来源：

JOURNAL OF MARKETING | 2015年 / 79卷 / 01期

关键词：

CUSTOMER LIFETIME VALUE; DYNAMIC-MODEL; SOCIAL MEDIA; IMPACT; FIRM; MANAGEMENT; FRAMEWORK; STRATEGY; PERFORMANCE; KNOWLEDGE;

D O I：

10.1509/jm.79.1.1

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Journal of Marketing (JM) is in the midst of exciting times-times that reflect economic vacillations, quick changes in business environments, and the emergence of new industries and markets. To stay current with and responsive to the changes in the business world-a top priority of JM through the years-future research directions must be precise, rigorous, and relevant. In other words, this is a crucial period for the marketing discipline to reaffirm its position in providing new knowledge and thought that will have a lasting effect on academicians and practitioners.

引用

页码：1 / 9

页数：9

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