Marketing’s identity crisis: insights from the history of marketing thought
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DOI: 10.1007/s13162-017-0102-y
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Cited by:
- Richard P. Bagozzi, 2018. "Three systems underpinning marketing behavior," AMS Review, Springer;Academy of Marketing Science, vol. 8(1), pages 23-29, June.
- Aditya Shankar Mishra & Revti Raman Mishra, 2023. "Marketing Schools of Thought and Their Present Day Relevance," FIIB Business Review, , vol. 12(4), pages 351-361, December.
- Stephen L. Vargo & Linda Peters & Hans Kjellberg & Kaisa Koskela-Huotari & Suvi Nenonen & Francesco Polese & Debora Sarno & Claudia Vaughan, 2023. "Emergence in marketing: an institutional and ecosystem framework," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 2-22, January.
- Philip Kotler, 2018. "Why broadened marketing has enriched marketing," AMS Review, Springer;Academy of Marketing Science, vol. 8(1), pages 20-22, June.
- Nathaniel D. Line & Rodney C. Runyan & Tracy Gonzalez-Padron, 2019. "Multiple stakeholder market orientation: a service-dominant logic perspective of the market orientation paradigm," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 42-60, June.
- Melissa Archpru Akaka & Kaisa Koskela-Huotari & Stephen L. Vargo, 2021. "Formalizing service-dominant logic as a general theory of markets: taking stock and moving forward," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 375-389, December.
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Keywords
History of marketing thought; Marketing theory; General theory of marketing; Broadening marketing; Generic marketing; Marketing systems; Marketing paradigms;All these keywords.
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