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ERIC Number: EJ629189
Record Type: Journal
Publication Date: 2001
Pages: N/A
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: ISSN-0010-0994
Ivory Arches and Golden Towers: Why We're All Consumer Researchers Now.
Wehner, Pat
College English, v63 n6 p759-68 Jul 2001
Considers how enterprising marketers quickly realized they had little to lose by supporting a goal of equal "representation." Suggests that if the goal is to have a genuine impact in playing the popular culture game, now might be a prudent moment to take an interest in the kinds of research emerging from business schools. (SG)
Publication Type: Journal Articles; Opinion Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A