... becomes increasingly a straitjacket for the development of marketing theory and practice alike. Almost regardless of industry and of whether the core of an offering is a service or a physical product or something else the content of customer relationships and the variety of customer contacts have grown...

... to business and industrial marketing. © Emerald Group Publishing Limited 2006 Industrial marketing Consumer marketing Organizational buying behaviour Marketing theory When I began my work on organizational buying behavior in the mid‐1960s, the primary focus of marketing research...

... Publishing Limited 2006 Services Marketing theory Business studies Research Peer review Curriculum development The field of industrial marketing was also evolving away from a narrow focus on the purchasing function and marketing channels (with its attention on the structure...

... and identifies surpluses and shortages with the goal of stimulating future research. Design/methodology/approach This paper focuses on two questions regarding future business‐to business marketing. First, what has been the focus of understanding in business‐to‐business marketing theory and what should be its...

...Michael Kleinaltenkamp; Michael Ehret; Shelby D. Hunt; Dennis B. Arnett; Sreedhar Madhavaram Purpose The authors propose to reply to the comment by Mario Rese on the article “The explanatory foundations of relationship marketing theory.” Design/methodology/approach This paper provides...

... for relationship marketing theory” by Hunt et al. If one considers more carefully where the advantages of this partnership‐oriented network may lie, two points are ultimately quite evident. Firstly, where there is trust and commitment, the co‐ordination costs can be reduced, in contrast...

...Pete Naudé; Christopher P. Holland Introduces the special issue entitled “The role of information and communications technology in transforming marketing theory and practice”. Outlines the themes discussed in the papers in the issue, which seek to provide insights into how information...

...‐, and information‐driven approaches. By using three different case study vignettes, provides evidence of the applicability of these ideas. © Emerald Group Publishing Limited 2004 Marketing theory Marketing management Information The traditional view of marketing management as being...

...Brian Low; Ian Wilkinson Existing business marketing theory often overstates the importance of competitive positioning when undertaking market entry strategy, although most theory acknowledge the need to develop strategies based on an analysis of the market structure. Indeed, as business marketers...

... of Indian merchant communities and the common elements that these share with other business communities in Asia. The analysis lends credit to the notion that marketing theory can gain substantially from a focus on identity, family and other forms of kinship relations. Strategic implications drawn from...

... the development of channel marketing theory, must use both economic and non‐economic concepts. Discusses the economic political paradigm concept which brings the issue of relationships into consideration. The Japanese concept of zaibatsu, or the modern version keiretsu, is built around...

... for changes that could impact its plans and must be ready to reassess and replan immediately if external or internal situations indicate doing so. © MCB UP Limited 1991 Corporate culture Futures markets Marketing Marketing theory Product development R&D COMPANY STUDY FANTASIES FOR SALE...