Many studies have highlighted the important role that marketing plays in contributing to a firm’s competitive success. In most cases, however, research has focused on either large businesses, or, to a lesser extent, very small businesses, essentially ignoring the many “medium‐sized”...

Discusses issues concerning the relationship between codified marketing theory and practical strategic marketing expertise, particularly with respect to the importance of “tacit” or unarticulated knowledge. The trajectory of argument draws attention to the role of words as symbolic modelling...

Explores the link between research practice and business education. The work of Michael Porter has a long association with the field of marketing. Focuses on the Porter’s diamond model of national competitive advantage (1990). Draws on recent experiences from an empirical investigation into...

Explores inter‐functional differences between marketing and other departments from a decision‐making perspective, with particular emphasis on managers’ perceptions of problems. Problems are differentiated along two main axes: operational‐strategic and structured‐unstructured. The...

Purpose The purpose of this paper is to explore the extent to which a marketer’s own priorities as a consumer infiltrate workplace decision-making and how this contamination influences the creation of potential value for the end consumer. The “black box” of the organisation is opened to...

Purpose – Describing marketing practices is fundamental to understanding both the scope of marketing practice and the actual value it adds to the organization. This paper aims to clarify the reach of marketing practice and the nature of activities that marketers carry out....

Purpose This study aims at developing and testing a conceptual model that shows the antecedents of the recall of a former sponsorship. Design/methodology/approach Primary ( n = 1,146) and secondary data from German professional soccer build the empirical base for this research. Multilevel...

Purpose – The purpose of this paper is to understand how small to medium-sized enterprise (SME) retailers adopt and implement a loyalty card programme as a marketing management decision-making tool. Design/methodology/approach – A qualitative and longitudinal case study research design is...