The purpose of this viewpoint is to analyze and interpret the author’s career as a researcher in marketing.,This viewpoint applies case theory (Gummesson, 2017a), in which the author is the case.,One should respect the difficulty of understanding the complex and dynamic world of marketing and not be fooled into premature generalizations and reverence to established theory.,The emphasis is on marketing as a revenue-generating activity through interaction in the network of complex relationships; the need for less ritualistic research methodology; and the orientation toward theory generation, decision-making, implementation and achievement of desired results.

中文翻译：

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我的行销之旅

这种观点的目的是分析和解释作者作为市场研究者的职业。这种观点采用案例理论（Gummesson，2017a），其中作者是案例。应该尊重理解复杂性和复杂性的困难。充满活力的市场营销世界，不要被过早的概括和对既有理论的崇敬所迷惑。重点是通过复杂关系网络中的相互作用将营销作为一种创收活动；需要减少仪式性的研究方法；以及面向理论生成，决策，实施和实现预期结果的方向。