Dr. P. Rajan Varadarajan is Distinguished Professor of Marketing and holder of the Ford Chair in Marketing and E-Commerce in the Mays Business School at Texas A&M University. His primary teaching and research interests is in the area of marketing strategy.
Enhancing Knowledge Development in Marketing: Perspectives and Viewpoints
Enhancing Knowledge Development in Marketing: Perspectives and Viewpoints was edited by P. Rajan Varadarajan and Anil Menon. This monograph brings together the thoughts and concerns of some of the leading marketing academics and practitioners on the issue of knowledge development and knowledge use within the marketing discipline. Also included are selected papers presented at special sessions on enhancing knowledge development in marketing at the 1989 AMA Summer Marketing Educators Conference.