Chapter 7. Business-to-business marketing: organizational buying behaviour, relationships and networksChapter 8. Marketing research; Chapter 9. Quantitative methods in marketing; Chapter 10. Market segmentation; Part Three: Managing the Marketing Function; Chapter 11. Managing the marketing mix;...

'Marketing Theory' presents a comprehensive scholarly overview of the development of marketing theory. Drawing on a variety of international sources, the editors bring together key contributions to the field that reflects both historical and contemporary debates and influences

Purpose – The purpose of this paper is to summarize highlights of a career as a marketing practitioner/academic extending for a period of more than 50 years. Design/methodology/approach – The paper takes an autobiographical approach. Findings – In common with other professional...