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Essays in Marketing and Management - A Festschrift in Honour of Kjell Gronhaug.
When asked by the editor to review Essays in Marketing and Management - A Festschrift in Honour of Kjell Gronhaug, I was both honoured and very pleased. The contribution made by Kjell Gronhaug to the development of marketing thought has been enormous, but its depth has not been realized because many of the students who have been privileged to have been taught by him have yet to make their contribution. This festschrift is a veritable smorgesbord of eclectic topics and approaches which aptly mirror Kjell's myriad scholarly interests.
When I first met Kjell, many years ago at some now largely forgotten academic conference, I was intrigued by his open approach to marketing …
