Abstract
In the early 1980s, the Academy of Management Review commissioned a set of articles to assess the contributions of various business disciplines to strategic management. These assessments included evaluations of contributions from industrial organization (Porter 1981), administrative behavior (Jemison 1981), and marketing (Biggadike 1981). Biggadike’s conclusions, judged marketing to be theoretically thin, giving him little hope for change in the future.
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© 2016 Academy of Marketing Science
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Clark, T., Ferrell, O.C., Hartline, M., Sheth, J., Stewart, D. (2016). Where/How Does Marketing Fit? What Is Marketing’s Place in the Firm and Within the Family of Business Disciplines?. In: Obal, M., Krey, N., Bushardt, C. (eds) Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11815-4_63
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DOI: https://doi.org/10.1007/978-3-319-11815-4_63
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11814-7
Online ISBN: 978-3-319-11815-4
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