Paths to marketing's future: a sub‐first tier GATORE principle perspective
Abstract
Purpose
This paper seeks to propose steps marketing stakeholders should and can take to facilitate increasing the speed at which marketing proceeds to evolve – toward the stars and beyond.
Design/methodology/approach
Drawing from the literature advanced by first‐tier scholars the confusion surrounding marketing's future is examined.
Findings
Marketing, in its various manifestations, has been, is, and will continue to be, of enormous human benefit.
Originality/value
This paper recommends that all marketers subscribe to the normative marketing stakeholders' model presented and the open‐minded exchange is prescribed.
Keywords
Citation
Nathaniel Carr, B. (2008), "Paths to marketing's future: a sub‐first tier GATORE principle perspective", European Journal of Marketing, Vol. 42 No. 11/12, pp. 1145-1155. https://doi.org/10.1108/03090560810903592
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited