MKTG621

042355

This class is the second part of the doctoral seminar in marketing theory. We will systematically examine one of the most critical factors that drive successful research, conceptualization. As MacInnis (2011) defines it, \"conceptualization is a process of abstract thinking, involving the mental representation of an idea\" (p. 140). Conceptualization is closely related to the theoretical strength of a research paper. Conceptual contribution is often used interchangeably with theoretical contribution.

GRD - Regular Grades A, B, C, D, E

Graduate