Transformative Marketing: The Next 20 Years

In my interactions within the academic community, I am often posed with the following question: What are some of the topics we should be thinking about so that we can contribute to advancing the marketing discipline? As I reflect on how to respond, I recognize the transformation that is occurring within the marketing discipline. I view this transformation as an important phenomenon occurring around us, and I present my thoughts on the same in this editorial.

• 저널Journal of Marketing · 82(4) · 1–12
• 토픽Consumer Behavior in Brand Consumption and Identification · Marketing
• DOI10.1509/jm.82.41
• 저자V. Kumar