Purpose – The objective of this paper is to explore the dominating approaches that appear in top marketing journals …. Design/methodology/approach – This research is restricted to the exploration of one top journal in marketing. The journal … title is kept anonymous as the topic goes beyond the targeted journal and aspires to be of interest to the marketing …

business to consumer marketing of high‐involvement product categories. This is achieved through the analysis of the development … of fair trade marketing in the UK. Design/methodology/approach – The paper addresses the research question through an … analysis of relevant literatures from both marketing and other disciplinary areas. The paper is thus multidisciplinary in …

Purpose – The aim of this paper is to describe and explain how organizations develop and implement marketing action … and its applicability is illustrated. Findings – The paper finds that marketing action is seen as an inventive stream of … they unfold, marketing action in networks takes the form of creating and exercising a number of options that best reflect …

limitations/implications – The findings bear on current debates in marketing research. They suggest that there is a lack of … understanding of people's experience of exhibits in museums. They show how video‐based studies can address this gap in marketing … methodological framework from ethnomethodology and conversation analysis that previously have found little application in marketing …

Purpose – The purpose of this paper is to reply to Andrew V. Abela's “Marketing and consumption: a response to O …'Shaughnessy and O'Shaughnessy”: European Journal of Marketing . The article challenges a number of alleged claims in their paper … “Marketing, the consumer society and hedonism”, and the authors' response seeks to present a systematic and, hopefully …

scientific identity of a selection of academic marketing journals. Design/methodology/approach – The journal sample consists of … the Australasian Marketing Journal ( AMJ ), the European Journal of Marketing ( EJM ) and the Journal of Marketing ( JM … in marketing maintain a scientific identity based upon the continental paradigm of research values. If it is driven to …

the marketing literature by comparing the market positioning of prominent marketing journals. Design …/methodology/approach – In order to identify the logistic regression applications, those journals having “marketing” term in their titles and …. Findings – The classification of marketing articles from the chosen prominent marketing journals were made by journal title …

Purpose – The purpose of the present study is to analyze the role the existing trust between marketing and R&D plays on … a new product development performance. As trust determining factors four key variables of relationship marketing have … favored by the existence of affective bonds among the participants. In this respect, the existing trust between marketing and …

providing the foundation to the nascent field of corporate marketing. This article seeks to break new ground by marshalling the … of corporate identity (marketing) and organisational identity (organisational behaviour). Design … terms of their implications for corporate level marketing. Findings – The authors' review of the literature makes an advance …

Purpose – The study seeks to explore the antecedents and implications of collaboration between sales and marketing and … marketing. Design/methodology/approach – Three exploratory case studies and a review of the literature are used to examine the … antecedents to collaboration between sales and marketing. The case studies allow this fuzzy and undefined area to be clarified and …