Abstract
Welcoming Roger Layton's call for marketing to be recognised as a social science, this commentary suggests marketers will need to build a stronger body of marketing theory in order to achieve this goal. Both inter-disciplinary and intra-disciplinary insights will play a significant role, as well as challenging the managerial emphasis of our discipline.
| Original language | English |
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| Pages (from-to) | 247–248 |
| Number of pages | 2 |
| Journal | Australasian Marketing Journal |
| Volume | 24 |
| Issue number | 3 |
| Early online date | 23 Aug 2016 |
| DOIs |
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| Publication status | E-pub ahead of print - 23 Aug 2016 |