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Whither research in marketing?
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Saunders, John and Lee, Nick (2005) Whither research in marketing? European Journal of Marketing, 39 (3/4). pp. 245-260. doi:10.1108/03090560510581755 ISSN 0309-0566.
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Official URL: http://dx.doi.org/10.1108/03090560510581755
Abstract
Purpose:
– To introduce the contents of this special issue on research in marketing and comment on the development of the discipline in UK universities.
Design/methodology/approach:
– Relates each paper to a taxonomy of academic research and comments on their content. Examines major trends in higher education and relates them to the fortunes of marketing educators.
Findings:
– There are reasons to be cheerful about academic marketing in the UK: there are clearly opportunities to publish in the world's leading academic journals, increased funding for the discipline, the acceptability of a wide range of methodologies and the increasing influence of marketing. Less encouraging is the naïve and destructive competition between universities and the consequent destruction of academic development.
Research limitations/implications:
– This is a UK perspective that depends on limited knowledge of other than a few other countries.
Practical implications:
– There are good reasons to be positive about an academic career in marketing, but also a desperate need to tackle the naïve strategies of universities and to intervene to mend the gaps in the development of academic marketers.
Originality/value:
– Gives an insight in to the range of research in marketing, and an insight into the opportunities and pitfalls of a career in academic marketing research.
| Item Type: | Journal Article | ||||
|---|---|---|---|---|---|
| Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School |
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| Journal or Publication Title: | European Journal of Marketing | ||||
| Publisher: | Emerald Group Publishing Ltd. | ||||
| ISSN: | 0309-0566 | ||||
| Official Date: | 2005 | ||||
| Dates: |
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| Volume: | 39 | ||||
| Number: | 3/4 | ||||
| Page Range: | pp. 245-260 | ||||
| DOI: | 10.1108/03090560510581755 | ||||
| Status: | Peer Reviewed | ||||
| Publication Status: | Published | ||||
| Access rights to Published version: | Restricted or Subscription Access |
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