This paper is about marketing accounting. It is about reading marketing writing and writing marketing reading and what calls them into being. It is about our “ab‐outing” practices; those signifying practices by means of which we week to capture a piece of the world and show it off, wrapped...

Purpose – The aim of this paper is to introduce the topic of poster presentation as legitimate area of academic study and practice within the marketing discipline. Design/methodology/approach – The paper presents the output of one part of a research project that reviewed the state of...

That a sizeable and expanding chunk of economic activity is generated by the consumption of goods and services related to caring for animal companions is well understood. That animal companions can bring pleasures that enrich the lives of their human companions is understood. That the...

Purpose – The purpose of this paper is to introduce the special issue that critically examines topics informing long‐standing disputes concering the status of theory and practice in management studies. Contributions explore the character of the imputed relationship between theory and...

A simple but effective approach to the analysis of market opportunities is outlined. It is argued that for small enterprises the link between business development and management development is clear and direct: the consequence being that useful techniques have to be explored and discovered in a...

Purpose The purpose of this paper is to explore social dynamics around food and clothing provisioning for young families and how involvement in environmental concerns shapes those dynamics and presents challenges and opportunities to in terms of evolving consumer tastes. Through collecting and...

Purpose – The purpose of this paper is to discuss how discourse and figure nurture the narrative “capital” available to the community of marketing scholars through expanding its horizon of translational frames. It specifically discusses one such translational frame as presented within...

Purpose – The purpose of this paper is to explore recent arguments about the nature of the marketing discipline, to state a point of view, and to stimulate debate. Design/methodology/approach – The paper takes the approach of a response to recent viewpoints, with implicit permission to think...

Portfolio analysis has been subjected to considerable scrutiny in recent years. Describes an attempt to recast it in the light of past criticisms and the unyielding importance of competitive considerations to marketing decision making. It does not introduce another new portfolio matrix. Rather...

Aims to delineate and explore the terrain of mainstream literature on strategic marketing management. Draws attention to the important role of judgement in almost everything that marketing managers do and for organizations. Considers the orthodox treatment of uncertainty and judgement in...