Marketing eschatology judges marketing’s sins of omission and commission and describes the future state where “good” triumphs over that which led us to error. Begins by presenting the argument that the future will reject methodological exclusivism involving the two rival claims of...

The article considers marketing as a socially located practice, and argues that any form of trade or exchange may be seen to both reflect and reinforce the social structures, customs and outlook of an entire culture and not simply a part of it. These developments are grounded in aspects of...

Examines the need to carryout international consumer research, the importance of first hand, experience of consumer behaviour in foreign markets, and the design of consumer research studies. Suggests that the nature of international consumer behaviour and the requirements for international...

To hard‐pressed managements in competitive product markets, the aesthetic design of products appears to offer an attractive means of creating competitive advantage. In this situation, researchers on design management are beginning to construct forms of accountability for design so as to...

Purpose – The purpose of this paper is to help marketing research “earn a seat at the table” where managers and researchers make decisions. Design/methodology/approach – The paper describes approaches that can lead to the integration of marketing research with marketing decision making....

Purpose – This paper aims to illustrate the strengths and weaknesses of experimental design and development in academic marketing since 1950. Design/methodology/approach – The paper does so by taking one experimental design, Latin Square, and describing its history and development within...

Purpose – The paper presents a framework for establishing equivalence of international marketing data. The framework is meant to reduce confusion about equivalence issues, and guide the design of international studies and data analysis. Design/methodology/approach – A short overview is given...

Purpose – This paper aims at interpreting the epistemology of marketing. The paper investigates several research questions, proposing some initial reflections concerning their impact on marketing. Design/methodology/approach – The paper addresses the research questions by conducting an...

Purpose – The purpose of this paper is to discuss the use of measurement scales and to illustrate some of the drawbacks of using scales for measuring service quality without due recognition of the limitations and rigidity of such scales, especially when they are applied to the complexity of...

States that knowledge drawn from relevant dimensions of reality answers questions about the ultimate end of the world. Marketing technologies are appropriate means for achieving four states that reduce probabilities of an apocalyptic doomsday: population stabilization, health maintenance,...