Revising the structural framework for marketing management

Article Abstract:

A precursory framework, grounded instead in a set of basic question important to marketing management practitioners and scholars, is proposed to address the concern of eGeneral Theories and the Fundamental Explananda of MarketingE and criticisms of the 4Ps schema. Various ways that include accepting the current conventional wisdom about the domain, which are the 4Ps, are discussed.

Sales Management

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What is a marketing resource? A response to Gibbert, Golfetto, and Zerbini

Article Abstract:

Fahy, Hooley, Greenley and Cadogan provide a rejoinder to the critique of their treatment of marketing resources by Gibbert, Golfetto, and Zerbini. Fahy and others respond by revisiting the conceptual domain of the marketing resources construct and by examining whether a new category of marketing resource is represented by marketing competencies.

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Market orientation in the transition economics of central Europe: tests of the Narver and Slater market orientation scales

Article Abstract:

Research is presented concerning the testing of the accuracy of the Narver and Slater market orientation scale through the investigation of central European transition economies. The influence of marketing on performance is discussed.

Marketing, Economics, Research and Development in the Social Sciences and Humanities, Research, Europe, Competition (Economics), Economic aspects, Finance, Industrial efficiency, Economic efficiency, Business enterprises

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