...James Martin Cronin; Mary McCarthy; Mary Delaney Purpose – The purpose of this paper is to build an understanding of what we term “consumer discipline” by unpacking the practices and strategies by which people manage and exert control over what they consume. This is facilitated by looking...

...Shelby D. Hunt Rethinking marketing should start with answers to three questions: Why has our discipline made so few original contributions to the strategy dialogue? Why have we focused on dysfunctional, rather than functional,relationships, i.e. on unsuccessful marketing practice rather than...