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Marketing’s forthcoming Age of imagination

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  • Gerald Zaltman

    (Olson Zaltman Associates)

Abstract

Imagination is essential to marketing scholarship and practice. However, it is neither well understood nor sufficiently used. This paper encourages giving more attention to imagination by highlighting issues meriting further understanding. Readers are encouraged to ask questions such as: Why is imagination important? What job does it perform? Are people inherently imaginative? What forces enhance and dampen imagination? What do you have when you have an imaginative thought? Some initial observations regarding these and related issues are provided to stimulate the reader’s thinking.

Suggested Citation

  • Gerald Zaltman, 2016. "Marketing’s forthcoming Age of imagination," AMS Review, Springer;Academy of Marketing Science, vol. 6(3), pages 99-115, December.
    • Handle: RePEc:spr:amsrev:v:6:y:2016:i:3:d:10.1007_s13162-016-0082-3
    DOI: 10.1007/s13162-016-0082-3
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    References listed on IDEAS

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    Cited by:

    1. Bobby J. Calder & Alice M. Tybout, 2016. "What makes a good theory practical?," AMS Review, Springer;Academy of Marketing Science, vol. 6(3), pages 116-124, December.
    2. Kamiński Jacek, 2017. "Systemic Paradigm in the Tradition of Marketing Science," Economic and Regional Studies / Studia Ekonomiczne i Regionalne, Sciendo, vol. 10(4), pages 29-42, December.
    3. Manjit S. Yadav, 2020. "Reimagining marketing doctoral programs," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 56-64, June.
    4. Manjit S. Yadav, 2019. "AMS Review: Progress toward a world-class journal dedicated to theory development," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 1-4, June.
    5. Manjit S. Yadav, 2018. "Making emerging phenomena a research priority," Journal of the Academy of Marketing Science, Springer, vol. 46(3), pages 361-365, May.
    6. Eliza K. Dehay & Jan R. Landwehr, 2019. "A MAP for effective advertising: the metaphoric advertising processing model," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 289-303, December.
    7. Manjit S. Yadav, 2017. "Disciplinary memory and theory development," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 1-3, June.
    8. Robin A. Coulter, 2016. "From fragmentation to imagination: moving to Marketing’s next Era," AMS Review, Springer;Academy of Marketing Science, vol. 6(3), pages 132-141, December.

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