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A general theory of marketing: Conceivable, elusive, or illusive
Hunt et al. (
2022 , in this issue) provide a perspective on the evolution of the marketing discipline spanning five eras, its current state, and... -
Harnessing the power of social marketing for sustainable development
Organizations with a mandate to advance sustainable development could harness more social marketing to attain social, economic, and environmental...
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A human-to-human approach to social marketing for sustainability and development
The Sustainable Development Goals are a global blueprint for enhancing the quality of life and prosperity of society and the planet. Social Marketing...
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Contours of the marketing literature: Text, context, point-of-view, research horizons, interpretation, and influence in marketing
The marketing literature is the elemental material out of which all of our academic articles are created. It is not possible to conduct an empirical...
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The role of social marketing in achieving the planet sustainable development goals (SDGs)
Changing the way citizens behave toward sustainability is essential to achieve the SDGs. Citizens can help create a more prosperous planet for future...
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Marketing at UNSW Sydney: Building Marketing Capability in Australasia
This paper traces the evolution of the marketing discipline within the University of New South Wales (UNSW) Sydney, the home of Australasia’s...
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Social Marketing and the Sustainable Development Goals: Sco** Review (2013–2021)
As social marketing interventions are effective in solving social problems and the deadline to achieve the Sustainable Development Goals (SDGs) is...
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Managerial marketing and behavioral marketing: when myths about marketing management and consumer behavior lead to a misconception of the discipline
Marketing has become accepted and proven in science and practice over the past decades. Many principles of marketing have become self-evident, but...
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Toward an integrative theory of marketing
Many scholars have observed that the marketing discipline has become too fragmented and myopic, straying away from its core managerial marketing...
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Map** the marketing analytics landscape: unveiling the diverse proficiencies in marketing and technical know-how among practitioners
Against the backdrop of the resource-based theory (RBT), this research paper aims to analyze if different types of analytics personnel exist in the...
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Implementing Artificial Intelligence in Traditional B2B Marketing Practices: An Activity Theory Perspective
Anecdotal evidence suggests that artificial intelligence (AI) technologies are highly effective in digital marketing and rapidly growing in...
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Entrepreneurs' competency, marketing innovation, and enterprise growth: uncovering the mediating role of marketing innovation
Despite their large numbers, the vertical growth of micro, small, and medium enterprises (MSMEs) is not readily apparent, even though they have a...
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Teaching marketing analytics: a pricing case study for quantitative and substantive marketing skills
This article describes a data-driven case study for teaching and assessing students’ skills in marketing analytics, specifically in pricing. This...
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Advancing marketing theory and practice: guidelines for crafting research propositions
Effective research propositions are key to advancing marketing theory and practice. However, our discipline provides little guidance on how to...
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The role of marketing in new ventures: How marketing activities should be organized in firms’ infancy
Although marketing activities are vital for new ventures (NVs) to ensure growth and survival, previous research is silent on how to organize them in...
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How within-person research can extend marketing knowledge
Much existing research in marketing examines theory using between-persons research designs, yet draws implications that are based on within-person...
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Out of the fog: fog computing-enabled AI to support smart marketing management
Marketing and consumer research use a variety of data and electronic measurement devices for research, theory-building, and applied decision-making....
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Digital marketing of nutraceutical and pharmaceutical supplements: marketing ethics and consumer comfort
The article provides the primary material for scholarly discourse in digital marketing science related to online consumer behavior analysis for...
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The relationship between the quality of big data marketing analytics and marketing agility of firms: the impact of the decision-making role
Against the backdrop of the resource-based and dynamic capabilities view, this paper examines the impact of technology and information quality on...
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Mindfulness in marketing & consumption: a review & research agenda
Purpose: During the last decade, studies on the theoretical models of mindful marketing and consumption have gained the attention of researchers due...
