There exists a vibrant literature dealing with one‐to‐one marketing and mass customization. The practice holds the promise of very satisfied customers, and profitable marketers who can create their own unassailable market positions. One of the building blocks of mass customization is...

The supply chain concept aided marketing by highlighting relationships that form a network of firms creating products for consumers. It helped change the focus from individual transactions to a more comprehensive view of the entire system. The value chain concept in marketing extends the supply...

The value and supply chain is an emerging pathway to marketing's emphasis on customers. It integrates a renewed focus on customer value and the economic and behavioral systems of the supply chain. Successful value chains can be developed with emphasis on the four practices that drive a customer...

Purpose – To explore an emerging area in internet practice that has implication for consumer marketers. Design/methodology/approach – The paper integrates concepts including a range of recently published (1993‐2004) theoretical works and ongoing case developments in internet practice....

Purpose – The purpose of this paper is to explore developments in the field of integrated marketing communication and the changing relevance of its component processes that have implications for marketing managers. Design/methodology/approach – The paper integrates concepts including a range...

Purpose – The purpose of this paper is to explore the role of and the management of creative individuals in organizations. Design/methodology/approach – The paper integrates concepts including a range of recently published (1995‐2006) theoretical works in the creative culture, creativity,...

Purpose – The purpose of this article is to examine the bottom of the pyramid (BOP) proposition, where private companies can both be profitable and help alleviate poverty by attending low‐income consumers. Design/methodology/approach – The literature on BOP was reviewed and some key...

Purpose – This paper aims to contend that four significant ideas must be comprehended, and their connection and interaction understood if successful marketing to the 4 to 5 billion undeserved bottom of the pyramid (BOP) people in the world, by multinational firms is to be realized. These ideas...

Purpose – The purpose of this paper is to investigate the threats to patient privacy inherent in the movement to reduce health care costs by digitizing health care information. Design/methodology/approach – The paper applies relevant organizational theories to the health care information...

Purpose – The purpose of this paper is to develop a conceptual framework, based in entrepreneurship theory, which explains how marketing emerges in startups founded by members of the Millennial generation. Design/methodology/approach – Following a literature review, from which propositions...