Purpose – This paper seeks to examine the pivotal guiding role of “marketing thinking” in an organization, to identify the obstacles to marketing thinking, explaining how they hinder its implementation, and offering strategies to minimize those negative effects, and thereby, to enable...

Purpose – The purpose of this paper is to explain and discuss a paradoxical tension in the practice of marketing and the consequent dilemmas posed for practitioners in general and planners in particular. Design/methodology/approach – A “Viewpoint” contribution, with implicit permission...