My journey through marketingland
Journal of Historical Research in Marketing
ISSN: 1755-750X
Article publication date: 29 May 2019
Issue publication date: 30 September 2019
Abstract
Purpose
The purpose of this viewpoint is to analyze and interpret the author’s career as a researcher in marketing.
Design/methodology/approach
This viewpoint applies case theory (Gummesson, 2017a), in which the author is the case.
Findings
One should respect the difficulty of understanding the complex and dynamic world of marketing and not be fooled into premature generalizations and reverence to established theory.
Originality/value
The emphasis is on marketing as a revenue-generating activity through interaction in the network of complex relationships; the need for less ritualistic research methodology; and the orientation toward theory generation, decision-making, implementation and achievement of desired results.
Keywords
Citation
Gummesson, E. (2019), "My journey through marketingland", Journal of Historical Research in Marketing, Vol. 11 No. 4, pp. 421-440. https://doi.org/10.1108/JHRM-12-2018-0060
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited