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David Midgley
Emeritus Professor of Marketing
Journal Article
Midgley D. (2002). What to Codify: Marketing Science or Marketing Engineering? Marketing Theory, 2(4), pp. 363-367.
Rossiter (2001) has provided a stimulating and provocative "call to arms" to our field. He envisages a brighter future where there is broad agreement over the definition of marketing concepts and where our structural frameworks are "comprehensive and proven."