Marketing Intelligence & Planning: Volume 25 Issue 3

Marketing as warfare, revisited

Tomaž Kolar, Andrej Toporišič

This paper aims to encourage thinking beyond the limits of obsolete and superficial “warfare marketing” by exploring potentially useful lessons from modern military intelligence…

Academia marketing myopia and the cult of the PhD

Clive R. Boddy

This paper aims to investigate and comment critically on the influence that an observable career requirement for marketing academics, the PhD, has on their teaching, their…

Physics envy

Alan Tapp

This paper seeks to identify and discuss a phenomenon with a hidden but severe impact on the conduct of research and teaching in marketing.

Can theoretical knowledge and application yield competitive advantage?

Kjell Grønhaug, Geir Grundvåg Ottesen

Given that marketing practitioners often perceive theory as something abstract, with little relevance to their work, the objective is to explain why and how competent application…

The obstacles to marketing thinking

Mark E. Hill, John McGinnis, Jane Cromartie

This paper seeks to examine the pivotal guiding role of “marketing thinking” in an organization, to identify the obstacles to marketing thinking, explaining how they hinder its…

Ethnocentricity in academic marketing journals: A study of authors, reviewers, editorial boards and editors

Göran Svensson, Greg Wood

This paper aims to examine and compare a set of key characteristics of ethnocentricity that influence the policy of academic marketing journals, and hence the provenance…

What are the essential capabilities of marketers?: A comparative study of managers', academics' and students' perceptions

Brendan J. Gray, Geir Grundvåg Ottesen, Jim Bell, Cassandra Chapman, Jemma Whiten

This paper sets out to identify the knowledge and skills that marketing practitioners need to possess and use, to improve marketing management and firm performance.