Paths to marketing's future: A sub-first tier GATORE principle perspective
European Journal of Marketing
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.
Carr, B. (2008). Paths to marketing's future: A sub-first tier GATORE principle perspective. European Journal of Marketing, 42 (11-12), 1145-1155. https://doi.org/10.1108/03090560810903592