"This comprehensive and authorative sourcebook, offers academics, researchers and students an introduction to and overview of current scholarship at the intersection of marketing and feminism. In the last five years there has been a resurrection of feminist voices in marketing and consumer...

"This third edition of Contemporary Issues in Marketing and Consumer Behaviour has been revised and updated to reflect the fast-changing world we live in. The new state of the art chapter on digital marketing digs deeply into two new frontiers of marketing which have significant impact on...

While multi-sited ethnography has been gaining attention increasingly in consumer studies, the presence of geographically dispersed researchers from different cultural backgrounds poses methodological questions we are not fully equipped to handle. Relying on an extensive literature review and...

Examines how small firms can maximise service quality to determine a competitive marketing advantage for their enterprise. Demonstrates how there is little in the conventional service quality literature to guide the small firm and that current models of service quality are most relevant to...

This paper discusses the widening gulf between theory and practice and examines why theoretical marketing can be deemed to be of little use to many practitioners. In order to do this one of marketing’s core tenets, the customer focused marketing mix, is analysed and found to be in need of...

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 – This article aims to give a short overview of the relationship between marketing and feminism. Design/methodology/approach – The analysis is based on a literature review of key studies contributing to the debates on whether marketing activities exploit or empower women. Findings...