This paper discusses the widening gulf between theory and practice and examines why theoretical marketing can be deemed … produced several dichotomies of focus and perspective between theory and practice which may threaten the philiosophy … attempt to resolve these conflicts between theory and practice a modification is proposed for the customer focused marketing …

This paper examines the problems of translating marketing theory into effective marketing practice and specifically …

Purpose – The purpose of the paper is to describe and evaluate the changes in the content of the marketing theory … marketing management. Originality/value – The period in question is an important turning point in the way marketing theory was …

change in teaching of marketing theory at Wharton in 1955‐1957. Design/methodology/approach – The paper presents a personal … theory towards a narrow one sided marketing management focus that limited research and neglected areas that ended up being … tipping point in the development of marketing theory that restricted the development of marketing theory.  …

Purpose – Dixon recently commented that 50 years ago “marketing management and planning was part of marketing theory … propositions are then suggested that lead to a generalised theory of marketing based on the marketing system concept. Originality …

process and provides insights into the usage of theory in a pragmatic manner. In particular, suggests that for those “less … relationship between marketing management theory and practice.  …

directors in the UK, Australia and the USA. The authors theorised these data through boundary theory to develop an integrated … value for the end consumer. Originality/value This paper moves value creation/co-creation theory forward by revealing the …