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Reflections on marketing and imagination

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  • William L. Wilkie

    (University of Notre Dame)

Abstract

This commentary on Professor Gerald Zaltman’s essay on Imagination in Marketing first commends the range and depth of this stimulating essay. The author then takes up some specific points made by Dr. Zaltman, illustrating how they have been manifested in his own academic experiences in the world of marketing. Instructional approaches come first, including why the course syllabus was banished from his MBA classroom, and how a special course aimed at stimulating students’ imaginations has evolved over time. Broader issues in the research realm are then addressed, beginning with the posing of a possible relationship between visual impediments and development of imagination. Topics that a new AMA Task Force might wish to address are then discussed, including the dominance of “consequentialism” in Business Schools, the imperialistic tendencies of metrics as applied to scholarly endeavors, the dangers of defining PhD students as immediate producers rather than immediate learners, and the continuing need for a larger view of our sprawling field of Marketing.

Suggested Citation

  • William L. Wilkie, 2016. "Reflections on marketing and imagination," AMS Review, Springer;Academy of Marketing Science, vol. 6(3), pages 125-131, December.
    • Handle: RePEc:spr:amsrev:v:6:y:2016:i:3:d:10.1007_s13162-016-0085-0
    DOI: 10.1007/s13162-016-0085-0
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