Chapter 1: S-D Logic as Persuasive Discourse -- Chapter 2: Rhetorical Analysis and Marketing Texts -- Chapter 3: Rhetoric and the Agonistic Moment of S-D Logic -- Chapter 4: The Rhetorical Evolution of S-D Logic -- Chapter 5: A Rhetorical Analysis of sdlogic.net -- Chapter 6: The Rhetoric of...

The objective of this research was to provide USAID with a diagnostic-prescriptive assessment of the mango commodity system that would be useful in the design and management of USAID’s project portfolio. A secondary objective was to demonstrate how a market-guided food systems approach could...

Logistics integration through market systems is the coming revolution in supply chain management. A number of systems have been attempted facilitating documentation exchange, matching of supply and demand, and providing other essential links and information. However, such systems have had...

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 – The purpose of this paper is to review and synthesise some of the main contributions of Donald F. Dixon to marketing theory and the history of marketing thought. Design/methodology/approach – Personal experience, as well as a review of the major papers and the book Dixon...

Purpose – The purpose of this paper is to present memories of Don Dixon in Australia and of his outstanding contribution. Design/methodology/approach – The paper is based on recollections and personal diaries. Findings – Don Dixon made a significant contribution to the development 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 paper is to evaluate whether there is significant agreement on what constitutes the essential elements for building a general theory of the marketing system. Design/methodology/approach – The method is an historical review of the various concepts, elements,...

Purpose – As specialisation takes root in human communities, the economics of scale and of diversity come into play. Scale leads to product markets, specialised firms, channels, and to industries. Diversity generates peasant markets, shopping malls, and business eco‐systems. These outcomes...