Going back to the roots of marketing: proceedings of the 2025 ams annual conference, montreal, quebec, canada, may 21-23
Éditeur :
Springer Nature Switzerland AG
ISBN :
9783032201317
Date de publication :
4 juil. 2026
Dimensions :
23,5 x 15,5 cm
Langue :
Anglais
Pays d'origine :
Suisse
As marketing scholars, it is important to advocate for a return to the foundational principles of marketing with an approach that emphasizes the relevance and relationship of marketing research with industry while maintaining academic rigor.