In this article the marketing strategy continuum concept is presented and a number of marketing and management consequences are discussed. It demonstrates the need for a marketing concept which allows a variety of approaches to marketing. The nature of a relationship approach to marketing...

Structural analysis is designed to deal with patterns which exist in the human mind and, thereby, impact the ways in which people act and respond to circumstances. As such, structural analysis has value in situations involving consumer choice and preference. Historically, structural analysis, in...

The article provides a non‐mainstream discussion the origin and evolution of efficient consumer response (ECR) in marketing literature. It challenges generally believed positions in the area of the concept. In addition, the novelty value of ECR is questioned. The author argues that ECR has...

This manuscript discusses the contributions of Peter F. Drucker and the seminal influences on his logic made by the Austrian School of Economics. According to our research, Drucker focused on four critical elements of the Austrian School: an interdisciplinary approach and philosophical...

Describes organizational‐organismic parallels in the context of the “natural need” for internal marketing. The need for internal marketing, especially within service organizations, is commonly recognized, but its implementation is considerably more difficult than its planning. Attitude...

Discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that...

Provides a review of the nature of marketing. In order to explicate this work, presents marketing as a concept, management philosophy and organizational function. Acknowledges the contribution of key authors in the field, such as Alderson, Bagozzi, Houston, Hunt and Sheth, and pays attention to...

Discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research into, for example, industrial marketing and services marketing as well as customer relationship economics shows that...

Refines and operationalizes the globalization of markets theory. Although cultural evolution tends to be homogenizing many of the world′s tastes and wants, such trends are far from universal. Realizing that the globalization of markets theory, as it now stands, is over‐simplified, enhances...

Immanuel Kant, a revered eighteenth century philosopher, largely laid the groundwork for modern methods of analysis that transcend formal scientific analysis. He did so by affirming that the human mind possesses inherent ways of reasoning that can often transcend the contrived methods of...