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

explains how marketing emerges in startups founded by members of the Millennial generation. Design … adapted to marketing by Millennial entrepreneurs. Findings – A four‐stage cycle model of entrepreneurial marketing by …. Originality/value – Previous theoretical models at the marketing/entrepreneurship interface have not focused on the unique …

In a comment in a 1995 issue of the Journal of Consumer Marketing, Paul Koku criticizes an article in a 1993 issue of … the Journal of Consumer Marketing, “Price signaling: does it ever work?”, by Alpert, Wilson and Elliott. In this response … to Koku’s comment, it is argued that, although Koku views price signaling strictly as a borrowed concept, marketing is a …

Highlights the general inattention to human development in marketing research and practice, especially in research and … marketing concerned with older consumers. Describes a new approach to marketing based on human development.  …

Purpose – This paper aims to explore how the service‐dominant (S‐D) logic of marketing proposed by Vargo and Lusch … about the value‐in‐use of goods extends the time‐logic of marketing. The exchange concept is no longer transaction bound …

marketing practices. Design/methodology/approach – Using Kluckholn and Strodtbeck's and Hofstede's conceptualizations as a … Sivakumar's suggestions for marketing researchers to deepen the study of culture and its implications for marketing in view of … African culture and its implications for marketing.  …

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 …