Monieson's article focuses on an important problem that confronts all knowledge systems, including that of macromarketing. This is the problem of intellectualization, whereby knowledge processes become increasingly technical and lose their essence. In this commentary on Monieson, a stylized interpretation is offered of Monieson's intellectualization in terms of three tensions-between science and conscience, between rigor and relevance, and between opulence and authenticity.
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