Marketing Theory Publications Category

Impact Social Media Marketing

How Social Media Will Impact Marketing Media

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

The Challenges of Improving Marketing Productivity and Performance

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

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

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Exchange has arguably been the foundational construct in…

Differentiating Goods And Services Retailing Using Form And Possession Utilities

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Introduction Despite the considerable evolution of marketing…

An Empirical Study of the Scientific Styles of Marketing Academics

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

Parallel Development of Marketing and Consumer Behavior-A historical perspective

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This paper provides evidence of the historical allegiance of…

A Normative Theory of Marketing Practice

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