Purpose – The research aims to test whether the ability to measure marketing performance affects the actual performance of firms, in the context of the European high‐tech sector. It also aims to test whether performance‐reporting frequency and size of marketing budget mediate the...

Purpose – This paper aims to examine O'Shaughnessy and O'Shaughnessy's response to accusations about marketing's detrimental impact on society. Design/methodology/approach – A review of the empirical research on consumerism and materialism to date. Findings – Indicates that consumerism is...

This paper defines and develops the concept of ‘appealing to the imagination,’ a type of marketing communication designed to engage the imagination of the target audience, which presents aesthetic, poetic, and truthful characteristics. The paper proposes ‘appealing to the imagination’ as...