Harvard Business Review says our elite research is irrelevant: Why 'soft science' is the key to regaining leadership in marketing knowledge
(2006)
Presentation / Conference
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