In this thought piece, as a marketing academic, the author reflects on what truly matters in terms of research into marketing in this century. Based upon a careful scan of the goings on in the world, he first offers a configuration that may aid in research idea or specific topic generation and then culls out broad areas that are worthy of academic enquiry by marketers of this new millennium.
CITATION STYLE
Nataraajan, R. (2013). The countenance of marketing: A view from the 21st century Ivory Tower. In Quantitative Marketing and Marketing Management: Marketing Models and Methods in Theory and Practice (Vol. 9783834937223, pp. 485–499). Gabler Verlag. https://doi.org/10.1007/978-3-8349-3722-3_23
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