Imagination & Theory Construction
Introduction
Gerald Zaltman's AMS Review article "Marketing's Forthcoming Age of Imagination in Marketing" plus commentaries are available for free download
AMS Review: New Articles on Imagination and Theory Construction
The December, 2016 issue of AMS Review (AMSR) features an article on imagination and theory construction by Gerald Zaltman (Harvard University). This article discusses the critical role of imagination for developing impactful theories. The following leading scholars have provided valuable commentaries: Bobby Calder & Alice M. Tybout (Northwestern University; William L. Wilkie (University of Notre Dame); and Robin A. Coulter (University of Connecticut). These articles should of interest to a broad spectrum of scholars in marketing.
You can access these articles on AMSR’s website:
Articles are now available for free downloads for a limited time. To ensure continued access to these and other forthcoming articles in AMSR, please contact your university library (ISSN: 1869-814X — print version; 1869-8182 – Online).
ARTICLES
Marketing’s forthcoming Age of imagination
Gerald Zaltman (Harvard University)
What makes a good theory practical?
Bobby J. Calder (Northwestern University) and Alice M. Tybout (Northwestern University)
Reflections on marketing and imagination?
William L. Wilkie (University of Notre Dame)
From fragmentation to imagination: Moving to Marketing’s next Era?
Robin A. Coulter (University of Connecticut)