TY - JOUR
T1 - The prospects for marketing strategy and the marketing discipline in Era V
T2 - is the prognosis promising or problematic?
AU - Hunt, Shelby D.
N1 - Publisher Copyright:
© 2018 Westburn Publishers Ltd.
PY - 2018/1/2
Y1 - 2018/1/2
N2 - I thank professors Bernard Jaworski, Brian Jones, Eric Shaw, and Rajan Varadarajan for commenting on my article on ‘Advancing Marketing Strategy in the Marketing Discipline and Beyond’ and for suggesting ways to advance marketing strategy and the overall discipline in marketing’s future ‘Era V’. This note responds to some of their queries, critiques, and recommendations related to the past, present, and future of marketing strategy and the marketing discipline.
AB - I thank professors Bernard Jaworski, Brian Jones, Eric Shaw, and Rajan Varadarajan for commenting on my article on ‘Advancing Marketing Strategy in the Marketing Discipline and Beyond’ and for suggesting ways to advance marketing strategy and the overall discipline in marketing’s future ‘Era V’. This note responds to some of their queries, critiques, and recommendations related to the past, present, and future of marketing strategy and the marketing discipline.
KW - Strategic marketing
KW - history of marketing
KW - marketing strategy
KW - resource-advantage theory
UR - http://www.scopus.com/inward/record.url?scp=85038866554&partnerID=8YFLogxK
U2 - 10.1080/0267257X.2017.1401381
DO - 10.1080/0267257X.2017.1401381
M3 - Comment/debate
AN - SCOPUS:85038866554
SN - 0267-257X
VL - 34
SP - 86
EP - 95
JO - Journal of Marketing Management
JF - Journal of Marketing Management
IS - 1-2
ER -