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Lessons Learned during a Career

Review of Marketing Research: Special Issue – Marketing Legends

ISBN: 978-0-85724-897-8, eISBN: 978-0-85724-898-5

Publication date: 13 July 2011


This article describes several lessons learned during my career. Some describe ways of approaching intellectual issues and others express values and attitudes underlying these approaches. Although the lessons have evolved in a largely academic context, they seem equally appropriate in the world of practice. The personal rules of thumb and ideas inherent in these lessons are typically developed and practiced implicitly. However, readers should find these explicit statements relevant in different ways. Some lessons might be candidates for adoption outright. Others might be constructive points of departure for evolving a related lesson better suited to one's own working style. All lessons, whether or not they are agreeable or appropriate, can serve as thought starters by challenging readers to surface their own implicit career lessons for comparison.


Zaltman, G. (2011), "Lessons Learned during a Career", Malhotra, N.K. (Ed.) Review of Marketing Research: Special Issue – Marketing Legends (Review of Marketing Research, Vol. 8), Emerald Group Publishing Limited, Leeds, pp. 317-343.



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