1. Marketing’s forthcoming Age of imagination

   • Gerald Zaltman

   Theory/Conceptual 09 November 2016 Pages: 99 - 115

2. What makes a good theory practical?

   • Bobby J. Calder
   • Alice M. Tybout

   Commentary 09 November 2016 Pages: 116 - 124

   

3. Reflections on marketing and imagination

   • William L. Wilkie

   Commentary 09 November 2016 Pages: 125 - 131

4. From fragmentation to imagination: moving to Marketing’s next Era

   • Robin A. Coulter

   Commentary 09 November 2016 Pages: 132 - 141

   

5. Consumer cooperatives: uncovering the value potential of customer ownership

   • Antti Talonen
   • Iiro Jussila
   • Timo Rintamäki

   Theory/Conceptual 22 September 2016 Pages: 142 - 156

   

6. Leveraged marketing communications: a framework for explaining the effects of secondary brand associations

   • Lars Bergkvist
   • Charles R. Taylor

   Theory/Conceptual 08 September 2016 Pages: 157 - 175

   

7. Developing a conceptual model of small independent retailers in developing economies: the roles of embeddedness and subsistence markets

   • Dev Narayan Sarkar
   • Kaushik Kundu
   • Himadri Roy Chaudhuri

   Theory/Conceptual 15 October 2016 Pages: 176 - 193