n International Retail and Marketing Review - Marketing malpractice and the future of marketing

Volume 2, Issue 1
  • ISSN :



This paper reviews the state of marketing after fifty years of theory and practice. It examines the role of practitioners, consultants and academics and concludes that marketing has been largely relegated to the relatively minor role of promotion and has been sidelined as a contributor to corporate strategy-making. The paper then proposes a future agenda for marketing. It proposes a robust model of marketing theory and practice designed to put marketing firmly back at the heart of corporate strategy-making.

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