European Journal of Marketing: Volume 42 Issue 11/12

The primacy of data?

The purpose of this editorial is to stimulate debate and discussion amongst marketing scholarship regarding the implications for scientific research of increasingly large amounts…

Paths to marketing's future: a sub‐first tier GATORE principle perspective

This paper seeks to propose steps marketing stakeholders should and can take to facilitate increasing the speed at which marketing proceeds to evolve – toward the stars and beyond.

The global diffusion of relationship marketing

The purpose of this paper is to introduce a more basic macro‐sociological approach to a discussion on the archaic marketing practices of the Russian firm as examined in the…

Antecedents of the intention to seek samples

The purpose of this study is to examine the antecedents of consumers' intention to seek samples, a previously unexplored aspect of consumer behavior.

Dealing with environmental uncertainty: The value of scenario planning for small to medium‐sized entreprises (SMEs)

The purpose of this commentary is to discuss environmental uncertainty and to illustrate the value of scenario planning for small to medium‐sized enterprises (SMEs) operating in a…

Examining “peer‐to‐peer” (P2P) systems as consumer‐to‐consumer (C2C) exchange

The exchange of goods between individual consumers being facilitated by the internet and “peer‐to‐peer” (P2P) systems is severely altering the business landscape. In broader…

Exploring children's understanding of television advertising – beyond the advertiser's perspective

The aim of this article is to explore children's understanding of television advertising intent.

Global web site standardization in the new EU member states: Initial observations from Poland and the Czech Republic

The purpose of this study is to examine American multinational corporations' (MNC's) web site standardization in Poland and the Czech Republic. The theoretical framework was…

Broadening even more the internal marketing concept

Based on the reasoning that work means more than just material rewards, the purpose of this paper is to propose the broadening of internal marketing concept (IMC) role through…

The implementation of a market orientation: A review and integration of the contributions to date

The purpose of this paper is to review the market orientation literature from a managerial perspective and to discuss and integrate the implementation lessons that can be drawn…

Market orientation and internationalisation in small software firms

This paper aims to analyse the role of market orientation in the internationalisation of small software firms.

Customer‐employee relationship: The role of self‐employee congruence

Many have applied the concept of congruence or fit in the context of person‐organization, person‐environment and person‐person relationships and interactions. However, despite the…

Employees' affective commitment to change: The key to successful CRM implementation

Although organizational change is inevitable with customer relationship management (CRM) implementation, very little is known about how this change affect employees, and how their…

Market knowledge diffusion and business performance

Drawing on the burgeoning proactive market orientation literature and its role within the organizational learning‐performance thesis, the aim of this aricle is to investigate…

Scholars who stare at goats: The collaborative circle cycle in creative consumer research

Collaboration is the norm in marketing and consumer research, yet the dynamics of academic cooperation are poorly understood. The aim of this paper is to probe the sociology of…

Review of Marketing Financial Services

Business‐to‐Business Marketing

Note from the publisher

Marketing strategy sponsored by European Journal of Marketing

2008 Awards for Excellence