This paper addresses the implications of an emerging, increasingly important way of
thinking about markets: systems thinking. A market is one of the most founational …

The new and extended Second Edition of the award-winning textbook Sustainability
Marketing: A Global Perspective provides a sustainability-oriented vision of marketing for the …

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 …

The United Nation's Sustainable Development Goals (SDGs) are challenging the world to
work towards a more sustainable future. Its 17 goals are ambitious, requiring concerted and …

This article contributes to the macromarketing field of study by tracing its evolution through
five distinct stages.(1) In Era I (1900-1920), macromarketing was the raison d'etre of the …

ABSTRACT I am a passionate advocate for historical research. It provides insight, context,
illuminates the dynamics of our discipline and should anchor everything we think, write, and …

Major events in the institutionalization of macromarketing include (1) the series of
macromarketing conferences that began at the University of Colorado in 1976,(2) the …

This paper outlines an intellectual biography of Percival White whose major contributions to
marketing thought focused on market research and the application of scientific management …

The purpose of the study is to investigate which factors lead firms should consider in their
quest to build trustworthy supply relationships with agro-commodity suppliers. We …

Marketing in general can have greater influence if a new, yet old, perspective on marketing
is adopted—something akin to the original orientation of marketing. Adopting George Fisk's …