How do we ensure that marketing academics create knowledge that is relevant, reaches the appropriate audiences, informs … practice and contributes to further development of the profession and discipline of marketing? What part is, and should be …, played by marketing education? What is the knowledge base a marketer might be expected to have? How might students be …

The current economic and social crisis has affected many aspects of contemporary business life. Marketing, as the … cornerstone function of a firm, has also been dramatically affected. Marketing strategies and practices adopted by enterprises in … characteristics and features of marketing variables and tools, such as product and brand, pricing, distribution channels a …

, PQ, BL, and BAS. Originality/value – Role of WOM in marketing has been extensively discussed by researchers. It is …

the community of marketing scholars through expanding its horizon of translational frames. It specifically discusses one … such translational frame as presented within Holbrook’s (2015) discussion of jazz within a narrative of marketing … management and how it enhances the understanding of marketing as a creative cultural force. Design …

strategic development and application of existing sports marketing segmentation bases to indigenous amateur sport.  …

Looks at the life and poetry of W.B. Yeats to establish whether or not he engaged in marketing and what his marketing … practices were. Uses Yeats as an example of Irish marketing at its best. Suggests that a Celtic Marketing Era will reappear to … challenge the established “Anglo‐Saxon” approach to marketing and marketing education.  …

in the context of marketing. The approach characterizes decision space of an individual in the context of … marketing. Offers a conceptual background on this decision space and thresholds and focuses on implications for marketing.  …