Alan Tapp Alan.Tapp@uwe.ac.uk
Professor
Harvard Business Review says our elite research is irrelevant: Why 'soft science' is the key to regaining leadership in marketing knowledge
Tapp, Alan; Hughes, Tim; Hughes, Rod
Authors
Tim Hughes Tim.Hughes@uwe.ac.uk
Professor in Applied Marketing
Rod Hughes
Citation
Tapp, A., Hughes, T., & Hughes, R. (2006, July). Harvard Business Review says our elite research is irrelevant: Why 'soft science' is the key to regaining leadership in marketing knowledge. Paper presented at Academy of Marketing Conference, London, UK
| Presentation Conference Type | Conference Paper (unpublished) |
|---|---|
| Conference Name | Academy of Marketing Conference |
| Conference Location | London, UK |
| Start Date | Jul 1, 2006 |
| End Date | Jul 1, 2006 |
| Publication Date | Jan 1, 2006 |
| Peer Reviewed | Not Peer Reviewed |
| Keywords | soft science, marketing knowledge |
| Public URL | https://uwe-repository.worktribe.com/output/1045510 |
| Publisher URL | http://www.academyofmarketing.org/index.php?option=com_content&view=article&id=284&Itemid=221 |
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