Reports the results of a survey of scientific styles based on a survey of 249 marketing academics. Most respondents did not exhibit personality types associated with analytical scientists, although they most strongly endorsed the research values and attitudes associated with this style. A...

Extant research on strategic alliances has relied mainly on case and survey methodologies to examine strategic, structural and operational issues in alliance relationships. Demonstrates that experimental methodology can usefully be employed to examine important strategic and behavioural issues...

Purpose The purpose of this paper is to consider the development and application of marketing theory and practice over time and its current status. The terms “brickbats” and “bouquets” are used as metaphors to extend praise or criticism for marketing. In doing so, the authors draw upon...

Many marketers fear that the field's time-worn principles are losing touch with today's realities. ""Does Marketing Need Reform?"" collects the insights of a select group of leading marketing thinkers and practitioners who are committed to restoring marketing's timeless values. The book sets the...

The purpose of this paper is to discover factors that led to the rise of relationship marketing in practice and academics, and what factors are likely to reshape the future direction of relationship marketing.

""Jagdish's autobiography tells a fascinating life story in a few hundred pages of what it is to be, in one person, a scholar, change agent, advisor, and entrepreneur, in other words, a Renaissance Man."" Philip Kotler The Accidental Scholar is the autobiography of Professor Jagdish N. Sheth, a...