This article will argue that, despite customer-centric intent, marketing theory remains trapped in a firm-centric paradigm. How this apparent contradiction has endured is discussed critically with reference to what we see as four influential marketing perspectives. These perspectives are the 4Ps marketing mix, market-based assets, relationship marketing, and customer equity. Apart from the 4Ps ...

The academic literature is robust in terms of how organizations can improve its innovation, sales and new product development processes as well as its marketing management program. Yet very little has been written on the methods in which organizations can cultivate and develop future marketing leaders. With this as a background, the purpose of this research is twofold. It will first link the ov...

A strategic approach to how small and medium sized enterprises (SMEs) use their marketing networks during a time of change in their operating context is the focus of this article. SME networking is analysed using the structural, relational and usage dimensions associated with network frameworks. Specifically, the paper examines marketing network processes (MNPs) that are investigated through th...

Marketing organizations often design multiple marketing campaigns to meet a variety of objectives. Marketing resources must be allocated carefully across campaigns to minimize conflicts and maximize organizational value (e.g., impact on customer lifetime value). While data-driven analytics has greatly improved the ability to predict the effect of marketing actions on individual customers, such ...

Different theories make different assumptions about the mechanisms that govern economic transactions and there are several reviews that have summarized existing conceptual and empirical work associated with such frameworks as transaction cost analysis or agency theory. However, Macneil’s Relational Contracting Theory, another major theoretical foundation of current marketing research into busin...

This article discusses the information dimension of marketing from a technical, theoretical and behavioral perspective. It also comments the relationship between marketing and the library and information science (LIS). It is an exploratory and descriptive study and its qualitative approaches are carried out through classic documentary analysis. From the technical perspective, it addresses the p...

Today's multichannel, multimedia retail marketing environment presents a number of brand management challenges. From a micro perspective, marketers must manage each individual channel and communication option to maximize their direct sales and brand equity effects, as well as any indirect brand equity effects from being associated with a particular channel or communication option. From a macro ...