On Demand
JM Webinar: Reality Check-Infusing Ecological Value into Academic Marketing Research
Hosted by American Marketing Association
Dates TBD Online / Virtual
About This Event
This webinar explores how to enhance the real-world relevance of academic marketing research by focusing on ecological value—the degree to which research reflects and is relevant to marketing stakeholders and ecosystems. Presenters Harald van Heerde and Christine Moorman discuss what ecological value means, why it matters, and how to generate it throughout the research process.
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