The past and future of marketing theory and practice: a tribute to the 50th anniversary of the Academy of Marketing Science

Since its inception in 1971, the AMS has been a society that bridges marketing theory and practice. [...]the Founding Fellow of the AMS, Harold Berkman, believed its goal was to link the marketing discipline and practitioners. Since this is the 10-year anniversary of the AMS Review, it is important...

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Bibliographic Details
Published in:AMS review 2021-12, Vol.11 (3-4), p.390-394
Main Authors: Ferrell, O. C., Conduit, Jodie, Edvardsson, Bo, Vargo, Stephen L.
Format: Article
Language:English
Subjects:
Academic marketing
Business Administration
Business and Management
Editorial
Editors
Företagsekonomi
Institutionalization
Marketing
Social Sciences
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Summary:Since its inception in 1971, the AMS has been a society that bridges marketing theory and practice. [...]the Founding Fellow of the AMS, Harold Berkman, believed its goal was to link the marketing discipline and practitioners. Since this is the 10-year anniversary of the AMS Review, it is important to celebrate the success of this AMS journal. [...]he received the Shelby D. Hunt/Harold H. Maynard Award for his article, “The Decline of Conceptual Articles and Implications for Knowledge Development” in the Journal of Marketing in 2010. In “Advancing Marketing Theory and Practice Guidelines for Crafting Research Propositions,” Wolfgang Ulaga, Michael Kleinaltenkamp, Vishal Kashyap and Andreas Eggert offer an integrative framework that outlines easy steps to guide scholars in developing research propositions.
ISSN:1869-814X
1869-8182
DOI:10.1007/s13162-021-00222-y