Abstract
Provides an introduction to the Special Issue by discussing the nature of marketing science in a postmodern world. Argues that science needs marketing more than marketing needs science. (Look folks, I didn’t want to include a review of my own book, but the regular journal editor insisted ‐ honest! ‐ and, anyway, Thompson was desperate for the publication. I’m just too soft, that’s my problem. Please excuse my unacademic behaviour. Pretty please.)
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