There is a causal relationship between existential dangers to our biosphere and our
unsustainable consumption practices. For more than three decades, academics and …

This manuscript addresses growing concerns about the impact and relevance of the
marketing discipline and its ability to replicate itself through common theoretical, empirical …

Although research in business-to-business (B2B) marketing has significantly increased,
critical voices questioning the managerial relevance and theoretical innovativeness of the …

This commentary offers reflections on how scholars can advance the marketing discipline
and contribute to the achievement of the United Nations Sustainable Development Goals …

Numerous commentators note that marketing is entering its fifth era of evolutionary
development as a troubled discipline. Marketing's troubled evolutionary trajectory has led to …

Marketing science embraces a wider variety of data types and measurement tools necessary
for strategy, research, and applied decision making. Managing the marketing data …

Shelby Hunt's career epitomized the ideal of substantive contributions and lasting impact.
Moreover, his work stands as exemplary for how meaningful theoretical and conceptual …

Background: This paper aims to extend the application of social marketing to social and
environmentally beneficial behavior change providing a three-step process—Co-create …

Commentaries on the status of the marketing discipline conclude that it is significantly
troubled, which raises the question: Do the troubles identified portend a de …

Many scholars have observed that the marketing discipline has become too fragmented and
myopic, straying away from its core managerial marketing issues. To some, the complex …