Paths to marketing's future: A sub-first tier GATORE principle perspective

Document Type

Article

Publication Title

European Journal of Marketing

Publication Date

10-31-2008

Abstract

Purpose - This paper seeks to propose steps marketing stakeholders should and can take to facilitate increasing the speed at which marketing proceeds to evolve - toward the stars and beyond. Design/methodology/approach - Drawing from the literature advanced by first-tier scholars the confusion surrounding marketing's future is examined. Findings - Marketing, in its various manifestations, has been, is, and will continue to be, of enormous human benefit. Originality/value - This paper recommends that all marketers subscribe to the normative marketing stakeholders' model presented and the open-minded exchange is prescribed. © Emerald Group Publishing Limited.

Volume

42

Issue

11-12

First Page

1145

Last Page

1155

DOI

10.1108/03090560810903592

ISSN

03090566

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