Table of contents - Special Issue: Current Status and Future Direction: Views from Global Thought Leaders
Guest Editors: Professor Gran Svensson
Marketing strategy: taxonomy and frameworks
Adel I. El‐AnsaryThe purpose of this paper is to present taxonomy of marketing strategy concepts and integrative frameworks that differentiate and integrate its formulation and implementation…
24486
Helping marketing research earn a seat at the table for decision‐making: An assessment and prescription for the future
Naresh K. Malhotra, Mark Peterson, Can UslayThe purpose of this paper is to help marketing research “earn a seat at the table” where managers and researchers make decisions.
2334
Macromarketing: origins, development, current status and possible future direction
Stanley J. ShapiroTo familiarize readers with the nature, scope and history of macromarketing and, more specifically, with the European contribution to macromarketing.
2713
The marketing code: unlocking the secrets of Dan Brown's success
Stephen BrownTo extract the secrets of the marketing of Dan Brown's world‐wide bestseller, The Da Vinci Code.
2430
ISSN:
0955-534XOnline date, start – end:
1989Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof Goran Svensson