Purpose – Reading and writing are crucial components of the research process and academic life as a whole. The purpose of this paper is to ask if conventional reading and writing practices are fit for marketing purpose. Design/methodology/approach – The paper consists of an extended...

Purpose – The purpose of this commentary is to summarise developments in the science of serendipity and urge marketers to pay more attention to the incorrigible incalculability of commercial life. Design/methodology/approach – Explains how luck is a crucial component of business success and...

Purpose – Retro-marketing is rampant. Throwback branding is burgeoning. Newstalgia is the next big thing. Yet marketing thinking is dominated by the forward-facing discourse of innovation. The purpose of this paper is to challenge innovation’s rhetorical hegemony by making an exemplar-based...

Purpose – The purpose of this paper is to celebrate the manifold contributions made by Michael Thomas, marketing professor extraordinary. Design/methodology/approach – This paper is an exercise in autobiographical memory, coupled with the subjective personal introspective procedures...