... of changing marketing practice for the good of societies. Many criticisms of marketing practice are not being addressed in the literature. Originality/value Marketing is a vibrant force in all nations and markets. It is deeply rooted in business practice. It is contemporaneous and relevant. It is global...

...Sally Dibb; Cláudia Simões; Robin Wensley Purpose – Describing marketing practices is fundamental to understanding both the scope of marketing practice and the actual value it adds to the organization. This paper aims to clarify the reach of marketing practice and the nature of activities...