Co-authoring tomorrow
本文论证了营销思想史对发展未来营销理论的价值，包括概念、方法、科学和教学方面的贡献，适合关注营销理论演进的学者。
Tomorrow’s marketing theory is best co-authored with its past, the history of marketing thought. The merits of this co-authoring are deeply rooted in the value this brings to marketing knowledge and the marketing discipline – conceptual, methodological, scientific and pedagogical value. The purpose of this contribution is to demonstrate the relationship between the history of marketing thought and the further development of marketing theory.