Tracing the evolution of the marketing discipline through the lens of theory and Practice : a journal-centric view
V. Kumar, Bharath Rajan, Shaphali Gupta
| Year of publication: |
2025
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|---|---|
| Authors: | Kumar, V. ; Rajan, Bharath ; Gupta, Shaphali |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 2013438-1. - Vol. 188.2025, Art.-No. 115114, p. 1-17
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| Subject: | Bibliometrics | Marketing evolution | Marketing practice | Marketing theory | Performance analysis | Science mapping | Bibliometrie | Marketingtheorie | Marketing |
freely available