Marketing Theory Publications Category

Impact Social Media Marketing

How Social Media Will Impact Marketing Media

1. Introduction The world is changing; technology is ubiquitous…

The Challenges of Improving Marketing Productivity and Performance

Introduction In the last decade the marketing function has…
Dr. Jagdish Sheth

Implications of the Revised Definition of Marketing: From Exchange to Value Creation

Exchange has arguably been the foundational construct in…

Differentiating Goods And Services Retailing Using Form And Possession Utilities

Introduction Despite the considerable evolution of marketing…

An Empirical Study of the Scientific Styles of Marketing Academics

A recent view of science has advocated that research is influenced…

Parallel Development of Marketing and Consumer Behavior-A historical perspective

This paper provides evidence of the historical allegiance of…

A Normative Theory of Marketing Practice

Richness of marketing practice is impressive. In less than seventy-five…