The prospects for marketing strategy and the marketing discipline in Era V: is the prognosis promising or problematic?

Research output: Contribution to journalComment/debate

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Abstract

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.

Original languageEnglish
Pages (from-to)86-95
Number of pages10
JournalJournal of Marketing Management
Volume34
Issue number1-2
DOIs
StatePublished - Jan 2 2018

Keywords

  • Strategic marketing
  • history of marketing
  • marketing strategy
  • resource-advantage theory

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