Purpose: This study aims to summarize the important contextual influences East Asian philosophy may have on marketing strategy and consumerism. Design/methodology/approach: A qualitative approach is used to deconstruct (1) the literature on marketing as a contextual discipline, (2) East Asian...

The content of selected international marketing serials, published from 1985 to 1998, is examined. Results show that the authors published in these serials tend to be affiliated with marketing departments, senior professors, male, and work with a single co‐author. Articles often focus on...