Connecting with Reality – the Contemporary Challenge to Research and Teaching in Marketing

Roger A. Layton
2002 Australasian Marketing Journal  
In response to global concerns, marketing academics and professionals need to re-consider the emphasis and content of the discipline. Required is a willingness to revisit the basics or foundations of our discipline, searching for macro and micro insights into both under-developed and developed communities.
doi:10.1016/s1441-3582(02)70146-8 fatcat:snkfnijykfc4po2wvba7dhvw4a