...@sheffield.ac.uk 08 02 2019 28 08 2019 03 02 2020 07 04 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Marketing theory Consumer research Sustainability This paper calls for greater debate within the marketing...

...Philip J. Kitchen; Jagdish N. Sheth Purpose The purpose of this paper is to consider the development and application of marketing theory and practice over time and its current status. The terms “brickbats” and “bouquets” are used as metaphors to extend praise or criticism for marketing. In doing...

... analysis Organizations Marketing management Marketing theory Marketing decision making It’s not about pop culture and it’s not about fooling people, and it’s not about convincing people that they want something they don’t want. We figure out what we want. And I think we’re pretty good...

.... The penultimate section presents propositions identifying potentially fruitful avenues for future scholarly work, followed by the discussion of implications and conceptual maturation in this discipline. © Emerald Group Publishing Limited 2015 Marketing theory Customer satisfaction Customer...

... branding Tensions Brand management Marketing theory Fetcherin and Usunier's article “Corporate branding: an interdisciplinary literature review” traces the evolution of thinking in corporate branding research. Their review of 264 papers highlights problems in the traditional normative focus...

..., to be characterised by path dependence over time and discontinuity, and to be loosely coupled, falling dynamically somewhere between equilibrium and chaos, between anarchy and control. Marketing systems Marketing theory Adapting slightly the definition suggested by Layton (2007, 2008) , a marketing system...

... theory of the market(s) will help to further advance normative marketing theories and practice. Originality/value This overview of the special section integrates multiple perspectives on complex, dynamic systems and discusses their contributions to the development of an S‐D logic‐based theory...

...) appear. All this leads to an exponential growth in publication activity (Wilkie and Moore, 2003). Amir Grinstein can be contacted at: gramir@bgu.ac.il © Emerald Group Publishing Limited 2010 Market orientation Marketing theory Publications Sociology Sciences The marketing...

... lecture and textbook based approaches. © Emerald Group Publishing Limited 2010 Marketing Education Critical thinking Marketing theory This paper reports an empirical study of UK marketing academics' views on undergraduate marketing education, and within this, their perceptions...

... be remedied by co‐authoring with a “bilingual” colleague who can translate the research using terms and examples that can be clearly understood by managers and executives. Nick Lee can be contacted at: n.j.lee@aston.ac.uk © Emerald Group Publishing Limited 2010 Marketing theory Working...

...). Following the same logic, we propose our next hypothesis: © Emerald Group Publishing Limited 2008 Marketing theory Consumer behaviour Buyer‐seller relationships Customer satisfaction Nigeria Banking An application of self‐concept in customer behaviour suggests that customers can...

.... However, this is not a criticism of the research itself (which may be conducted in exemplary fashion), but of the write‐up in manuscript form. For example, simply asking consumers what they think about “important social issue x” and reporting the results does not make any contribution to marketing theory...

... Limited 2008 Business environment Competitors Social marketing Marketing theory Marketing strategy Companies aspiring to meet the challenges of today's rapidly changing markets and increasing global competition require management decisions to be founded on well conceived...

...”, and that the presently envisioned marketing concept offers scope only for a dispiriting and partially realised evocation of its stated aims. Practical implications Marketers should take marketing more seriously. Originality/value This paper seeks to add to current debates on marketing theory and will, hopefully...

...Edward Kasabov Purpose The purpose of this paper is to deconstruct a growing area in marketing theory. It aims to critically examine the principles of relationship marketing as found in the literature and suggest opportunities for future conceptual maturation. Design/methodology/approach...

... Marketing theory Consumer power has become a cliché of modern consumer culture. Marketing practitioners routinely refer to it by pointing to consumers' ability to ignore, resist, and adapt even the sleekest and most costly multi‐media assault, invoking such sentiments as “customers are too smart...

... within the profit sector of the Czech Republic. While marketing was identified as an interesting and powerful concept, non‐profit policy makers generally had a limited understanding of a marketing theory or of the context in which exchange transactions occurred. Research limitations/implications...

... , D.B. (2004), How Brands Become Icons: The Principles of Cultural Branding , Harvard Business School Press , Boston, MA . Hunt , S.D. (1976a), Marketing Theory: Conceptual Foundations of Research in Marketing , Grid Publishing , Columbus, OH . Hunt , S.D. (1976b...

...; and that general marketing theory needs more attention from researchers. Practical implications The proper use of methodology and the generation of better marketing theory will make it easier for practitioners to reach the right decisions. Findings Quantitative and qualitative research processes...

... 2005 Marketing theory Ethnography Qualitative research Within the field of marketing the positivism versus interpretivism debate is showing signs of slowing down, with a growing acceptance of the diverse range of methods of representing marketing phenomenon (Brown, 2003). The last two...