My journey through marketingland. (29th May 2019)

• Record Type: Journal Article
• Authors: Gummesson, Evert
• Is Part Of: Journal of historical research in marketing. Volume 11:Number 4(2019)
• Page Start: 421
• Page End: 440
• Publication Date: 2019-05-29
• Subjects: Marketing theory -- Service -- Autobiography; Marketing -- History -- Periodicals; Marketing -- Philosophy -- Periodicals; 658.8005
• DOI: 10.1108/JHRM-12-2018-0060
• Languages: English
• ISSNs: 1755-750X

Abstract

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.