Purpose – Despite efforts by researchers and managers to better link marketing activities with business financial outcomes, there is general agreement that by and large chief marketing officers (CMOs) (and marketing in general) have lost strategic decision-making influence within...

Purpose – Based upon primary research, the purpose of this paper is to highlight the three main sources of frustration about the marketing scholars’ community current status quo. It delivers feasible solutions and describes, using the example of the Special Issue, how to overcome these...

This e-books seeks to address the issue of Marketing place within the 21st century company. Each of these papers addresses the challenges faced by Marketing departments in modern businesses and suggests strategies on how marketers can put marketing back on the Top Managements' agendas