such “off label marketing” practices except under very narrow conditions.  …

Marketing education today is rather isolationist — marketing students are taught too many specialities, and they are … given to sharp a profile in marketing particulars. The interaction of the marketing function with other key functions of a … corporation is forgotten. In this article we outline the functional requirements on marketing professionals, link these …

heuristic devices. Practitioners extend their use of the marketing mix in developing their strategic process. In this process …

Purpose – This paper aims to review previous work in the domain of marketing accountability, an issue which has become … epistemology, with a view to setting a research agenda for scholars in finance, microeconomics or marketing. Design …/methodology/approach – The paper consists of a relatively catholic literature review of the domain of marketing accountability, exploring its …

leading the necessary marketing measurement revolution.  …Purpose – New measures in marketing are invariably created by using a psychometric approach based on Churchill's “scale … measurement, called C‐OAR‐SE. Design/methodology approach – The comparison of the two procedures is by rational argument and forms …

Examines the interface of entrepreneurship and marketing. Defines entrepreneurship as a variable phenomenon that can be … applied at the societal, organizational and individual levels. Marketing is conceptualized as a fundamentally entrepreneurial … marketing at the macro and micro levels.  …

connecting political, security and economic ecologies. Connecting models were designed considering “trust” and “risk” as applied …