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The Theoretical and Practical Implications of Marketing Scholarship
John T. Mentzer and David W. Schumann
Journal of Marketing Theory and Practice
Vol. 14, No. 3 (Summer, 2006), pp. 179-190
Published by: Taylor & Francis, Ltd.
Stable URL: http://www.jstor.org/stable/40470264
Page Count: 12
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Although considerable attention has been paid to the subject of scholarship in other disciplines, relatively little attention has been devoted to this vital topic in marketing. Moreover, while there has been attention paid to the influence of marketing research on pedagogy, the impact of input from learning environments into research has virtually been ignored. There are increasing pressures on higher education that brings to question the sustainability of scholarship. This paper briefly reviews the historical evolution and the modern conceptualization of scholarship, and presents an inclusive process model of marketing scholarship that attempts to address these pressures. Suggestions are made for implementing the model.
Journal of Marketing Theory and Practice © 2006 Taylor & Francis, Ltd.