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The philosophical foundations determine how an academic discipline identifies, understands and analyzes phenomena. The choice of philosophical perspective is vital for both marketing and service research. This paper aims to propose a social and systemic perspective that addresses current challenges in service and marketing research by revisiting the philosophy of science debate.

The paper revisits the philosophy of science debate to address the implications of an emergent, complex and adaptive view of marketing and service research. It draws on critical realism by combining structuration and systemic perspectives.

A recursive perspective, drawing on structures and action, is suggested as it includes multiple actors’ intentions and captures underlying drivers of market exchange as a basis for developing marketing and service strategies in practice. This is aligned with other scholars arguing for a more systemic, adaptive and complex view of markets in light of emerging streams in academic marketing and service research, ranging from value cocreation, effectuation, emergence and open source to empirical phenomena such as digitalization, robotization and the growth of international networks.

The reciprocal dynamic between individuals and the overarching system provides a reflexivity approach intrinsic to the service ecosystem. This creates new avenues for research on marketing and service phenomena.

This paper discusses critics, conflicts and conceptualization in service research. It suggests a possible approach for service research and marketing scholars capable of responding to current complexities and turbulence in economic and societal contexts.

This study aims to introduce, explicate, offer a framework and provide future research directions for a phenomenon herein named rogue marketing. Rogue marketing is explored vis-à-vis a phenomenon that occurred over the summer of 2019 with a new product category, hard seltzers. It is proposed that rogue marketing occurs when an unaffiliated individual creates and posts an informal message about a brand on social media that becomes viral. Although the post is not funded or endorsed by the company that owns the brand, reaching viral status results in free and unexpected advertising (positive or negative).

Rogue marketing is first explored through a comparative analysis with company produced advertisements. Then, the company’s response to rogue marketing is gauged through both qualitative and quantitative data. The sample of 210 respondents was recruited from students enrolled in college hospitality courses and through posts made on social media.

Rogue marketing is found to be somewhat more compelling than company produced advertisements and those who found the rogue marketing message more compelling had stronger sentiments regarding the company’s response.

This exploratory study of rogue marketing provides a conceptualization and starting framework for future research concerning this phenomenon.

Rogue marketing is a new phenomenon and is distinct from influencer marketing and viral marketing in its characteristics. Additionally, the company’s response to rogue marketing messages may influence behavioral outcomes.

Science has become a powerful tool for examining our bodies, our environment, and our universe. In fact, we have adopted science as the technique of choice for examining most phenomena. The intent of this manuscript is to critique the role of science as it pertains to investigating social phenomena, i.e. entrepreneurship, and offer a highly unique twist on the discourse. An overview of historical scientific results leads into the introduction of a Social Periodic Table. The conclusion is that science is quite often the improper tool to use in order to capture the essence of entrepreneurial phenomena. Some suggestions are offered for future research perspectives. The paper does not rehash the science debate from the 1980s marketing literature.

This study aims to explore what characteristics contribute to the definition of relevance in business-to-business (B2B) marketing research and how/why different strands of B2B marketing maintain or lose their relevance.

This study is conceptual. It adopts a performative-phenomenal standpoint for B2B marketing research and approaches relevance through the concept of episteme, which is considered pivotal for understanding this phenomenon.

This study proposes four axioms that define the characteristics of relevance in B2B marketing research and discusses their implications for scholars and practitioners. Consequently, an action plan for revitalizing B2B marketing research is developed, comprising learning and temporal dimensions, resulting in nine different relevance types.

The central argument put forward in this study is that different research strands of B2B marketing have deeply rooted epistemic underpinnings that influence their interpretation of relevance. Consequently, fostering dialogue between practitioners and scholars is considered necessary to sustain relevance in B2B marketing research. B2B scholars are urged to think beyond their subspecialized silos and acknowledge how the business environment and the various strands of B2B marketing congruently shape B2B marketing relevance, while also embracing research methods that bring them closer to business practice.

Marketing practitioners and academics continue to drift apart. This study puts forward three recommendations to bring marketing academics and practitioners closer together.

The study contributes to the B2B marketing literature by grappling with the theory-praxis gap and critically exploring what constitutes relevance in B2B marketing research.

The purpose of this paper is to bring together the thoughts and opinions of key members of the Journal of Islamic Marketing's (JIMA) Editorial Team, regarding the recently branded phenomenon of Islamic marketing – in the interests of stimulating further erudition.

The authors adopted an “eagle eye” method to investigate this phenomenon: Where attempts were made to frame general principles and observations; alongside a swooping view of key anecdotal observations – in order to ground and enrich the study. The authors participated in an iterative process when analysing longitudinal and contemporary phenomenological data, in order to arrive at a consensus. This was grounded in: triangulating individual and collective researcher findings; critiquing relevant published material; and reflecting upon known reviewed manuscripts submitted to marketing publications – both successful and unsuccessful.

The authors assert that a key milestone in the study and practice of marketing, branding, consumer behaviour and consumption in connection with Islam and Muslims is the emergence of research wherein the terms “Islamic marketing” and “Islamic branding” have evolved – of which JIMA is also a by‐product. Some have construed Islam marketing/branding as merely a niche area. Given the size of Muslim populations globally and the critical importance of understanding Islam in the context of business and practices with local, regional and international ramifications, scholarship on Islamic marketing has become essential. Western commerce and scholarship has been conducted to a limited extent, and some evidence exists that research is occurring globally. The authors believe it is vital for “Islamic marketing” scholarship to move beyond simply raising the flag of “Brand Islam” and the consideration of Muslim geographies to a point where Islam – as a way of life, a system of beliefs and practices, and religious and social imperatives – is amply explored.

An “eagle eye” view has been taken, which balances big picture and grassroots conceptual findings. The topic is complex – and so while diverse expert opinions are cited, coverage of many issues is necessarily brief, due to space constraints.

Scholars and practitioners alike should find the thoughts contained in the paper of significant interest. Ultimately, scholarship of Islam's influences on marketing theory and practice should lead to results which have pragmatic implications, just as research on Islamic banking and finance has.

The paper appears to be the first to bring together such a diverse set of expert opinions within one body of work, and one that provides a forum for experts to reflect and comment on peers' views, through iteration. Also the term Crescent marketing is introduced to highlight how critical cultural factors are, which shape perceptions and Islamic practises.

The purpose of this paper is to debate what (if anything) is Islamic marketing? And link developments in this field to the wider marketing paradigm.

A phenomenological antipositivist review of key case examples, drawing from 40 years of the authors' collective professional experiences; and field notes investigating approximately 1,000 brand marketing media reports, and 32 in‐depth interviews – as industry active academic practitioners. Supporting this, literature searches covered the fields of marketing, cultural studies, anthropology, contemporary religion, post‐structuralism and natural philosophy.

Marketing is both a concept and lived experience, manifest in the competitive exchange of commoditised thoughts, feelings, actions and objects – between engaged individuals and collectives. For many reasons, Islamic and Brand agendas/imperatives have risen in the consciousness and practises of Muslims and non‐Muslims globally, through social interactions. These have placed Islamic, brand and marketing practises in the spotlight, singularly and collectively. On the surface, many have considered whether Islamic marketing is a truism, a phenomenon, a noumenon, an ideology, or even a paradigm? The paper suggests that it represents a new focal phase “torchbearer”, as a conspicuous and necessary challenger strain towards convention, supporting fit for purpose marketing – just as “green” and “digital” marketing have previously, and continue to do so.

This is a viewpoint piece, which whilst based upon the experiences of two authors, draws from their varied practitioner‐engaged action research, as collaborators and participants. To this end they adopt a standpoint, which argues for marketing being an applied science, rejecting approaches that encourage academic/practitioner divides.

Scholars and practitioners should resist the temptation to study and practice the field with a silo mentality. Marketing is not monolithic, nor is Islamic marketing necessarily a new phenomenon, or discrete sub‐set. Muslims have always engaged in marketing practices – offering symbolic and functional value globally.

The paper presents the following key argument: that Islamic Marketing is (while connected to the Islamic faith, heritage and cultural milieu) most usefully described and analysed as a differentiated wave within marketing activities and consumption, spearheaded currently by Muslims and non‐Muslims alike. And hence that it can be related to other developments in the marketing field, where marketing moves through evolutionary and revolutionary phases of meaning and practice, while grappling with new challenges and channels, in order to maintain its relevance and efficacy.

Initiates a reopening of Shelby Hunt's award‐winning article model addressing the nature and scope of marketing even though thought of as provocative and influential. Discusses, first, the three dichotomies model, second the theoretical status and then, third, the three proposed dimensions and categories used are examined. Further explores Hunt's conceptual, adequacy and dimensions of his model and gives explanations and theories within. Concludes that this is a comprehensive review of the model and that it is hard to avoid being impressed by Hunt's timely and rigorous scholarly contribution, and that its strength is usefulness rather than truthfulness, because of its strong stands on important issues.

Reviews briefly the scope of marketing, making the distinction between the definition of marketing and of marketing's domain. Discusses the popular notion of marketing, i.e. marketing is synonymous with selling. Presents an alternative perspective of the core of marketing — the Boundaries of Marketing Model — which it suggests is a useful guide for the delineation of marketing's boundaries. Reveals that the popular notion of marketing is inadequate and that the Boundaries of Marketing Model can guide managers as to what is within their scope.

Conspicuous consumption refers to the competitive and extravagant consumption practices and leisure activities that aim to indicate membership to a superior social class. Studies examining the symbolic role of luxury brands and status symbols, and the importance of interpersonal relations and upward social mobility via consumption choices, have been widely discussed in the marketing and consumer behaviour literature. There is, however, limited research on how the all‐encompassing concept of “conspicuous consumption” has evolved since the introduction of the term by Thorstein Veblen in 1899 in The Theory of the Leisure Class. This paper seeks to review some of the issues.

Using a chronological periodization the paper examines and discusses the impact of wider institutional and socio‐economic forces on the evolution of conspicuous consumption phenomena. The paper adopts a historical framework related to economics and marketing.

The paper shows how the concept of “conspicuous consumption” has been reinvented with different terminology during the twentieth century by marketing and consumer behaviour theorists.

The paper discusses and examines the socio‐economic factors behind the changing consumption patterns of “conspicuous consumers” throughout the twentieth century. It is valuable for marketing academics, students and marketing practitioners interested in the evolution of status symbols.

The concept of time is intrinsically linked to the conceptualization and empirical investigation of organizational processes such as customer relationship management (CRM). The purpose of this paper is to offer conceptual and methodological insights enabling the incorporation of temporal factors in the study of CRM.

A framework toward the integration of time into the study of CRM is proposed and discussed.

This framework, which consists of philosophical, conceptual, methodological and substantive domains, suggests that the locus of time is inherent in the conceptualization and empirical investigation of marketing phenomena.

CRM practitioners can emphasize crucial events of the firm‐customer relationship, which are likely to be associated with stronger rapport with customers.

The paper promotes more explicit thinking about the temporal dimension in relationship marketing. Second, it advances understanding of the CRM process, since buyer‐seller relationships are dynamic phenomena that embrace the concept of time.