Theoretical Developments In Marketing

“Paradigms Lost”: On Theory and Method in Research in Marketing

Only recently have marketing scientists become concerned with issues in the philosophy of science. This paper points to one neglected area—the implications of a theoretical trad...

Marketing's Interaction with Other Functional Units: A Conceptual Framework and Empirical Evidence

The authors develop a framework for examining how and why marketing personnel interact with personnel in other functional areas in planning, implementing, and evaluating marketi...

The Present Status of the Marketing Concept

The marketing concept is a term which pervades marketing literature and provides a framework in which marketing management is taught. However, little empirical evidence exists o...

Qualitative Research in Marketing

Breaking Free from Product Marketing

Service marketing, to be effective and successful, requires a mirror-opposite view of conventional “product” practices.