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 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...

Purpose – This paper aims to investigate the trend and/or paradigm shift to relationship marketing as a dominant framework that has shaped the way in which relationships are understood, and also to consider how the understanding of relationships can be improved. Design/methodology/approach –...

Purpose – The literature discusses the relationship between marketing practice and leadership style and suggests that these are dynamic and linked. Providing empirical data, this paper seeks to investigate this relationship between marketing practices and leadership styles....

Purpose – During the industrial purchasing process of high‐tech, innovative products, various decision‐influencers within buying companies evaluate the attractiveness of the manufacturer's market offering; namely the “value” of the offering. This paper aims to identify the various...

Marketing has changed significantly since it first emerged as a distinct business and management phenomenon. We identify some of the major factors causing the observed change in marketing practice. We then describe a classification scheme that is based on transaction marketing and relationship...

Purpose – The purpose of this article is to challenge the applicability of the traditional micro‐economic framework for analysing marketing situations and actions in the contemporary marketing environment. To assess the validity and value of relationship marketing as an alternative paradigm....

This paper presents the findings of an empirical study conducted with 256 senior marketers in industrial and technological organisations. The results confirmed that the status of marketing in such organisations is low, but that this is likely to change due to a number of factors. Managers...

Seeks to address directly two assumptions that are inherent in current discussions concerning business and the role of technology. First, that business intelligence is, in fact, a feature of the business rather than the staff within that business. Businesses are simply entities with assets and...