Michael J. Baker: reflections on a career in marketing

摘要: Purpose – The purpose of this paper is to summarize highlights a career as marketing practitioner/academic extending for period more than 50 years.Design/methodology/approach takes an autobiographical approach.Findings In common with other professional disciplines, the practice calls understanding extensive body knowledge derived from prior research and experience ability apply current future issues problems. role academic codify knowledge, communicate it through teaching publication, add their own original scholarship research. While degree specialisation be encouraged, contribution individual academics should based on evaluation overall impact all three activities research, teaching, “administration/leadership”.Originality/value sample one, account illustrates that reputation c...