Abstract
Marketing is a central discipline across all contexts that involve customers as stakeholders. The purpose of the academic discipline of marketing is to develop theoretically informed but practical advice for organizations to help them better navigate the constantly evolving markets. We argue that although marketing as a discipline does have some challenges, it is essentially in a good position to add value to society and organizations due to its focus on understanding customers and transforming this information into action. However, to improve as a discipline, we need to create a better balance between; rigor and relevance, research and education, and across sub-disciplines (strategy, modeling, and consumer behavior).
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Gustafsson, A., Ghanbarpour, T. Challenging the troubled status of the marketing discipline. AMS Rev 12, 184–187 (2022). https://doi.org/10.1007/s13162-022-00242-2
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DOI: https://doi.org/10.1007/s13162-022-00242-2