In the last decenniums, economic literature has debated more and more vividly a new concept Management Marketing1. The rightful understanding of this compound noun has to take in consideration the complex content of the two sciences, the way in which their conceptual defining, methods and...

In the last decenniums, economic literature has debated more and more vividly a new concept Management Marketing1. The rightful understanding of this compound noun has to take in consideration the complex content of the two sciences, the way in which their conceptual defining, methods and...

The issue of implementation consistently appears in both academic and practitioner literature as a problem for marketing. Attempts to address this problem have often adopted the notion of antecedents to enhanced marketing practice as a means of better understanding the issues involved. Within...

This paper discusses the widening gulf between theory and practice and examines why theoretical marketing can be deemed to be of little use to many practitioners. In order to do this one of marketing’s core tenets, the customer focused marketing mix, is analysed and found to be in need of...

Discusses changes in world demographic trends which are creating a growing ‘grey market’: consumers aged over fifty years. Reviews previous research and its limitations, while raising the issue of marketers mistakenly treating the grey market as homogeneous. Suggests sports centres in...

UK primary schools now operate in a competitive environment, with successful recruitment of children being critical to their ability to survive. A sample of primary schools from Staffordshire was questioned about marketing activity that took place within. It was found that whilst most recognised...

This paper examines the problems of translating marketing theory into effective marketing practice and specifically concentrates on the difficulties that surround the marketing planning process. First the authors explore the barriers to marketing planning and relate these to the lack of specific...

Purpose – The purpose of the paper is to describe and evaluate the changes in the content of the marketing theory course at Wharton 50 years ago, taught by Reavis Cox, as a result of the insertion of Wroe Alderson's book Marketing Behaviour and Executive Action . Design/methodology/approach...

Purpose – The purpose of this paper is to comment on the meaning and significance of the article by Don Dixon on the change in teaching of marketing theory at Wharton in 1955‐1957. Design/methodology/approach – The paper presents a personal reflection and consideration of the history of...

Purpose – Dixon recently commented that 50 years ago “marketing management and planning was part of marketing theory, today it seems to be all there is.” There is now a growing fragmentation of marketing thought, and a lack of marketing relevance to critical social and economic questions,...