Marketing science in a postmodern world: introduction to the special issue

Abstract

Provides an introduction to the Special Issue by discussing the nature of marketing science in a postmodern world. Argues that science needs marketing more than marketing needs science. (Look folks, I didn’t want to include a review of my own book, but the regular journal editor insisted ‐ honest! ‐ and, anyway, Thompson was desperate for the publication. I’m just too soft, that’s my problem. Please excuse my unacademic behaviour. Pretty please.)

Citation

Brown, S. (1997), "Marketing science in a postmodern world: introduction to the special issue", European Journal of Marketing, Vol. 31 No. 3/4, pp. 167-182. https://doi.org/10.1108/03090569710162308