What is it about?

The quest to make marketing knowledge more systematic and accretive has had a pernicious side effect: incrementalism rules the published research universe and bold theoretical new ideas are just not being explored. This article is an appeal to change this state of affairs.

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Why is it important?

The grist mill of incrementalism may keep grinding for a long time, but it would gradually sap intellectual vitality from the field of marketing. It is time to break the stupefying siege of incrementalism, and to open the pages of the journals to bold and innovative theoretical ideas.

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This page is a summary of: Marketing theory: Breaking the siege of incrementalism, Journal of Marketing Management, September 2009, Taylor & Francis, DOI: 10.1362/026725709x471659.
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