UK primary schools now operate in a competitive environment, with successful recruitment of children being critical to their ability to survive. A sample of primary schools from Staffordshire was questioned about marketing activity that took place within. It was found that whilst most recognised...

This paper examines the problems of translating marketing theory into effective marketing practice and specifically concentrates on the difficulties that surround the marketing planning process. First the authors explore the barriers to marketing planning and relate these to the lack of specific...

Purpose – The purpose of the paper is to describe and evaluate the changes in the content of the marketing theory course at Wharton 50 years ago, taught by Reavis Cox, as a result of the insertion of Wroe Alderson's book Marketing Behaviour and Executive Action . Design/methodology/approach...

Purpose – The purpose of this paper is to comment on the meaning and significance of the article by Don Dixon on the change in teaching of marketing theory at Wharton in 1955‐1957. Design/methodology/approach – The paper presents a personal reflection and consideration of the history of...

Purpose – Dixon recently commented that 50 years ago “marketing management and planning was part of marketing theory, today it seems to be all there is.” There is now a growing fragmentation of marketing thought, and a lack of marketing relevance to critical social and economic questions,...

Purpose – The purpose of this article is to show how a particular marketing paradigm developed in Denmark from the 1920s through to the 1960s. It peaked in the mid‐1950s and faded out with one major publication in the early 1970s. This article aims to provide a relatively detailed study of...

Purpose This paper reviews the contributions of Harry Tosdal, a pioneer of sales and marketing management. It serves to puncture a variety of marketing myths and illuminate a completely neglected concept of the consumer. Design/methodology/approach This account is based on a close reading of...

Intense competition and short product life cycles in fashion retailing present a number of marketing challenges for retail firms in both the USA and abroad. In order to survive in this industry, it is vital for participants to develop and leverage core marketing capabilities. The current study...

Purpose – The purpose of this paper is to investigate the relationship between a company's customer‐related performance and its learning and growth capabilities. Design/methodology/approach – Four banks in Taiwan – Citibank, Chinatrust, Taipei Fubon Bank and Taiwan HSBC – have recently...

Purpose – The purpose of this paper is twofold. First, the study traces 30 international marketing strategies of Nigerian agri‐business firms in order to learn whether these firms work today according to the marketing concept in their attempts to export their products. The second purpose is...