Purpose – Based upon primary research, the purpose of this paper is to highlight the three main sources of frustration about the marketing scholars’ community current status quo. It delivers feasible solutions and describes, using the example of the Special Issue, how to overcome these...

This e-books seeks to address the issue of Marketing place within the 21st century company. Each of these papers addresses the challenges faced by Marketing departments in modern businesses and suggests strategies on how marketers can put marketing back on the Top Managements' agendas