Purpose – The purpose of this paper is to propose and examine streams in the literature related to academic publishing, with a focus on works in marketing. The content of the works within each theme are then explored to identify what issues have been examined and their implications....

Purpose – The purpose of this paper is to examine whether or not marketing academics practise what they preach. Are they marketing‐oriented in their main business of knowledge creation and dissemination? Design/methodology/approach – The epistemological marketing literature and performance...