On books and scholarship:reflections of a marketing academic

Deskripsi

In an essay, William L. Wilkie, the Aloysius and Eleanor Nathe Professor of Marketing Strategy at the University of Notre Dame, discusses: 1. his reflections on books during his path into marketing academia, 2. his reflections on the role of institutional initiatives in sustaining the search for scholarship in the field, and 3. his reflections on personal motivations in seeking scholarship in the marketing field and the challenges faced in this quest. .Printed Journal