There is growing acknowledgement that companies are engaging in both transaction‐ and relationship‐marketing activity. However, apart from a small body of work, little consideration has been paid to the management and implementation challenges involved in conducting both types of marketing...

Writing articles is a core activity in an academic's career. The aim of this article is to show prospective writers of an article in EJM how to go about getting published. It emphasises that an EJM article is a part of a conversation with the editors, reviewers and readers. First, the concept of...

Purpose – The purpose of this commentary is to discuss environmental uncertainty and to illustrate the value of scenario planning for small to medium‐sized enterprises (SMEs) operating in a volatile environment. Design/methodology/approach – The literature regarding strategy formulation,...

Purpose – The purpose of this paper was to investigate the concept of innovative marketing and how it manifests itself in the context of small‐to medium‐sized enterprises. Design/methodology/approach – The literature relating to the characteristics of SMEs, and innovative marketing are...