Marketing Relevance Through Market Theory

Autores

  • Stephen L. Vargo University of Hawaii at Manoa

DOI:

https://doi.org/10.5585/bjm.v17i5.4177

Resumo

There have been numerous calls for more relevance in academic marketing, both for and by practitioners and for customers (e.g., Sheth and Sisodia 2006, Hunt 2018, Jaworski, Kohli, and Sahay 2000). It might seem that these calls signal the need for more applied research, based on real data and real-world problems. However, it seems to me that there has never before been such a plethora of empirical articles in marketing journals as there are presently and thus the problem must be much more basic.

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Publicado

18.09.2018

Como Citar

Vargo, S. L. (2018). Marketing Relevance Through Market Theory. ReMark - Revista Brasileira De Marketing, 17(5), 730–746. https://doi.org/10.5585/bjm.v17i5.4177