我的市场之旅

IF 0.5 Q4 BUSINESS

Journal of Historical Research in Marketing Pub Date : 2019-11-18 DOI:10.1108/JHRM-12-2018-0060

E. Gummesson

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引用次数: 0

摘要

这一观点的目的是分析和解释作者作为市场营销研究人员的职业生涯。，这一观点应用了案例论（Gummesson，2017a），其中作者就是案例。，人们应该尊重理解复杂而动态的营销世界的困难，不要被愚弄而过早地泛化和尊重既定理论。，重点是将营销作为一种通过复杂关系网络中的互动产生收入的活动；需要不那么拘泥于仪式的研究方法；以及理论生成、决策、实施和实现预期结果的方向。

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My journey through marketingland

The purpose of this viewpoint is to analyze and interpret the author’s career as a researcher in marketing.,This viewpoint applies case theory (Gummesson, 2017a), in which the author is the case.,One 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.,The 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.

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来源期刊

Journal of Historical Research in Marketing BUSINESS-

CiteScore

0.90

自引率

33.30%

发文量

期刊介绍： Launched in 2009, Journal of Historical Research in Marketing is the only quarterly, peer-reviewed journal publishing high quality, original, academic research that focuses entirely on marketing history and the history of marketing thought. Pedagogical and historiographical / methodological essays are also welcome as long as they are grounded in a marketing and historical context. The essence of an historical perspective is a thorough, systematic, critical awareness of the changes (or continuity) in events over time and of the context in which change or continuity occurs. In addition to regular full length research articles, the Journal occasionally features material under the following sections. Explorations & Insights includes invited commentaries about marketing history and the history of marketing thought. These tend to be shorter (three to six thousand words) than the full articles that run in each issue. Sources of Historical Research in Marketing includes short essays introducing unexplored and novel archives and other primary historical resources, their contents and relevance to marketing history. Archivists or library professionals who believe their collections might be of interest to marketing historians are invited to submit essays to contribute to this section. JHRM also invites historical review essays that focus on historically important marketing books under the section Forgotten Classics. Examples of these historical reviews can be found in past issues of the Journal and those suggest an approach for potential submissions. Authors are advised to check with the editor about the suitability of a book title before submitting a Forgotten Classics review for consideration.