This paper attempts to develop a typology of current approaches to marketing in UK industry. It reports the results of … a national postal survey of over 1,000 UK chief marketing executives. Cluster analysis was used on the survey data to … isolate four distinct marketing approaches which are current in UK industry. These are described as “marketing philosophers …

The basic assumptions underlying the marketing approach, both in terms of theory and practice, are considered … relationship between supplier and user which can be used to illustrate some of the problems of extending the marketing analogy to … the public services sector as well as some of the remaining contradictions in much marketing practice itself.  …

analyses thus far have been preoccupied with the concept′s implications for marketing practice rather than marketing theory …. Examines the nature of postmodernism, explores its very serious implications for marketing thought and evaluates the advantages … and disadvantages of a postmodern marketing revolution or paradigm shift. Concludes that although postmodernism challenges …

To claim that marketing is concerned with exchange is a currently accepted definition which allows wide interpretation … criteria. Marketing has an underlying purpose connected with the exchange of goods and services, and ideas can be studied only …

Compares the views of European and US marketing lenders on a select group of marketing theory attitudinal statements …. Gives attention to the approach taken to teaching marketing at undergraduate and graduate levels. Concludes that European …

Marketing education today is rather isolationist — marketing students are taught too many specialities, and they are … given to sharp a profile in marketing particulars. The interaction of the marketing function with other key functions of a … corporation is forgotten. In this article we outline the functional requirements on marketing professionals, link these …

The two debates about the domain of marketing and the division between theory and practice are old, recurring and … endless. Nevertheless, it is indubitable that marketing pervades society whether or not the critics like the idea of it or the …

Historically, “closing the gap” or “bridging the divide” between marketing academe and marketing practice has been one … of the most hotly debated issues in marketing. This article, based on the professional discipline view of marketing …, maintains that the “gap” debate would be more informed by the identification of the multiple stakeholders of marketing academe …

Thirty years ago, Philip Kotler drafted the modern marketing constitution and most would agree that it has served the …. Marketing is doubted by its scholarly citizens, questioned by a standing army of consultants and challenged by increasingly … constitutional framework for our postmodern marketing times. A dictatorship of the imagination is advocated. An ingenuity …

This is a critical discourse on marketing management textbooks and their presentations of general marketing theory … marketing, a minority of all marketing if compared to services and B‐to‐B marketing. Seminal developments over the past decades … in services marketing, quality management, relationship marketing and CRM are treated as special cases although they …