marketing decision variables, pricing has received the least attention in research despite the continued identification of this … issue as an important problem area for firms engaged in export marketing. Businesses competing internationally must develop …

The two debates about the domain of marketing and the division between theory and practice are old, recurring and … endless. Nevertheless, it is indubitable that marketing pervades society whether or not the critics like the idea of it or the …

Historically, “closing the gap” or “bridging the divide” between marketing academe and marketing practice has been one … of the most hotly debated issues in marketing. This article, based on the professional discipline view of marketing …, maintains that the “gap” debate would be more informed by the identification of the multiple stakeholders of marketing academe …

Thirty years ago, Philip Kotler drafted the modern marketing constitution and most would agree that it has served the …. Marketing is doubted by its scholarly citizens, questioned by a standing army of consultants and challenged by increasingly … constitutional framework for our postmodern marketing times. A dictatorship of the imagination is advocated. An ingenuity …

This is a critical discourse on marketing management textbooks and their presentations of general marketing theory … marketing, a minority of all marketing if compared to services and B‐to‐B marketing. Seminal developments over the past decades … in services marketing, quality management, relationship marketing and CRM are treated as special cases although they …

There are many suggestions that marketing is a discipline in decline and distress, or experiencing a “mid‐life crisis …” (though one from which it may not recover). At the heart of these problems lies the fact that much research in marketing … appears trivial and irrelevant to practitioners of marketing. Researching trivial and obsolete topics, even with the most …

important conclusion is that academian marketing knowledge can be useful, requiring, however, both knowledge, time‐consuming and …

Marketing practice varies among firms. However, the prescriptive literature emphasises a universal view of practice, a … theory, and then finds evidence of an emerging interest in diversity in the domain of marketing. Based on a number of cross …‐sectional and longitudinal case studies, it proceeds to explore diversity in company marketing practice. How such variety evolves at …

Much of the discussion about the relationship between marketing academe and practice assumes that there is a wide, and … indeed sometimes widening, gap between these two domains which is itself fraught with problems. In marketing, as in the wider … range of intermediaries, reflect legitimate and differing demands on each domain. In particular marketing academe needs to …

“think tank” in marketing held at Lake of Menteith in Scotland in 1999. Some important academic insights and considerations … are discussed at the outset with regard to the evaluation of future impacts on the multiple facets of the marketing … marketing function and new customer market structures are debated, followed by a discussion of the intrinsic capabilities of …