Describes the major influences directing the growth and development of marketing theory. Assesses the relative value of holistic and piecemeal approaches to this theory. Suggests that the most important advances in marketing management will stem from development of models of the market,...

Purpose – The purpose of this paper is to reflect upon the impact of the original work and provide an updated model to reflect the changing environment for supply chains. In 2000, a migratory model for supply chain evolution was proposed. Design/methodology/approach – The authors start by...

Many commentators have recently questioned the validity of the traditional precepts on which the marketing concept is based, and have suggested that marketing has failed to deliver its long promised prize in the form of sustainable competitive advantage. Suggests that the need for marketing...