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The marketing learning identity

Bert Cunnington (Senior Lecturer in Marketing and Strategic Management at Griffith University, Queensland, Australia)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 October 1996


Suggests that changes in the environment have required changes in the marketing concept. Shows that these changes have been in fact evolutionary rather than revolutionary ‐ making explicit aspects of the concept which were previously implicit. Provides an outline of the most recent concept, the metastrategic concept, and shows its relationship to the learning organization and organizational identity. Sets out a series of injunctions for those who seek to implement the new concept and create a marketing learning identity for their own organization.



Cunnington, B. (1996), "The marketing learning identity", Journal of Consumer Marketing, Vol. 13 No. 5, pp. 56-65.




Copyright © 1996, MCB UP Limited