marketing theory and the history of marketing thought. Design/methodology/approach – Personal experience, as well as a review of …. Findings – Dixon championed a broad hierarchical systems approach to understanding marketing and was able to identify the … marketing thought and the misrepresenting of earlier theories that are present in some modern writings. Originality …

Purpose – The purpose of this paper is to provide an overview of the doctoral seminar in the history of marketing … with a sample class discussion of the first lesson in marketing systems. Findings – Dixon was indisputably a maverick who … worked far outside the marketing mainstream. Consequently, he had a truly unique historical systems framework for …

Purpose – This research seeks to provide a historical review of the life cycle concept in marketing. The paper aims to … implications – Both marketing thought and practitioners benefit from the insights presented. Marketing managers may better address … potential in marketing.  …

special issue reveals the important contributions of a number of previously forgotten female pioneers in marketing … biases that have limited the opportunities available to female contributors to marketing theory, thought and practice.  …

Purpose – To review and provide a new perspective on how Wroe Alderson contributed to marketing theory, and rekindle … interest in his lines of research and the further development of marketing theory. Design/methodology/approach – A metaphor is … and concepts. Findings – Alderson was a creative, hard working, practical marketing theorist with a drive to develop a …

Purpose – The purpose of this paper is to examine the widely‐held belief that marketing holds customers in thrall and … the mesmeric marketing phenomenon, it embraces an artistic perspective, focusing on three crucial cultural “moments” in … only works but is an established marketing practice. Practical implications – The paper suggests that marketers should …

Compares the views of European and US marketing lenders on a select group of marketing theory attitudinal statements …. Gives attention to the approach taken to teaching marketing at undergraduate and graduate levels. Concludes that European …

Historically, “closing the gap” or “bridging the divide” between marketing academe and marketing practice has been one … of the most hotly debated issues in marketing. This article, based on the professional discipline view of marketing …, maintains that the “gap” debate would be more informed by the identification of the multiple stakeholders of marketing academe …

Thirty years ago, Philip Kotler drafted the modern marketing constitution and most would agree that it has served the …. Marketing is doubted by its scholarly citizens, questioned by a standing army of consultants and challenged by increasingly … constitutional framework for our postmodern marketing times. A dictatorship of the imagination is advocated. An ingenuity …

This is a critical discourse on marketing management textbooks and their presentations of general marketing theory … marketing, a minority of all marketing if compared to services and B‐to‐B marketing. Seminal developments over the past decades … in services marketing, quality management, relationship marketing and CRM are treated as special cases although they …