Purpose – This paper aims to demonstrate how a Contemporary Marketing Practices (CMP)‐based living case study approach can be used to enhance student learning, and to develop new theory about marketing practice. Design/methodology/approach – The paper compares and contrasts teaching cases...

Purpose: This paper reports a general historical and contemporary review of the role of Information and Communications Technology (ICT) within marketing practice as it has developed over the last decade. It also suggests how the academic research agenda should change to be reflective of the...

Purpose – This paper aims to provide a review of how the role of information and communications technology (ICT) within marketing practice has developed over the past decade and to develop a research agenda to meet future challenges. Design/methodology/approach – The paper adopts a...