This study critically examines the widely-held view that the role of marketing in corporations is in decline. Based on interviews and discussions with top marketing executives and chief executive officers from a broad sample of leading U.S. and global corporations, we describe major changes that...

Branding theory has been largely developed in the context of consumer products; yet, most economies are characterized by a preponderance of firms selling business-to-business or industrial products. Understanding how branding works in industrial markets is thus an important priority. In this...