TITLE

Guest Editorial from a Previous Editor-in-Chief: Comments for 25th Anniversary Issue of Marketing Science

AUTHOR(S)
Ratchford, Brian T.
PUB. DATE
November 2006
SOURCE
Marketing Science;Nov/Dec2006, Vol. 25 Issue 6, p559
SOURCE TYPE
Academic Journal
DOC. TYPE
Editorial
ABSTRACT
The author offers commentary about articles published in the 25th anniversary issue of "Marketing Science," during which he was the editor-in-chief of the publication. He notes that the articles offer insight into the growth of the field of marketing and its history. Quantitative and behavioral research has emerged as an important feature, while collaboration between academics and practitioners has lessened and the gap between research and course content has widened.
ACCESSION #
23934007

 

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