At the turn of the century and millennium, the Marketing Science Institute and the American Marketing Association undertook in a conference and a special issue of the Journal of Marketing to examine what were seen as fundamental issues and directions for marketing in the dawning millennium. A series of competitively commissioned papers addressed such questions as: How do customers and consumers really behave? How do markets function and evolve? How do firms relate to their markets? And what are the contributions of marketing to organizational performance and societal welfare? These questions were thought to best satisfy the criteria of differentiation, durability, specificity, and relevance as this look ahead was taken.
Montgomery, David B..
Challenges to Academic Marketing: Toward the Next Decade. (2004). Research Collection Lee Kong Chian School Of Business.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/1919
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