Marketing’s identity crisis: insights from the history of marketing thought Adel El-AnsaryEric H. ShawWilliam Lazer Theory/Conceptual 09 October 2017 Pages: 5 - 17
Three systems underpinning marketing behavior Richard P. Bagozzi Commentary 16 May 2018 Pages: 23 - 29
Advancing relationship marketing theory: exploring customer relationships through a process-centric framework Antje S. J. HüttenTorsten Oliver SalgeFlorian U. Siems Theory/Conceptual 08 May 2017 Pages: 39 - 57
Proposal, project, practice, pause: Developing a framework for evaluating smart domestic product engagement Tony WoodallJulie RosboroughJohn Harvey Theory/Conceptual Open access 08 May 2017 Pages: 58 - 74
Reflections on the Journey to be Customer-Oriented and Solutions-Led Bernard J. Jaworski Theory/Conceptual 08 May 2018 Pages: 75 - 79
The journey towards customer centricity and service growth in B2B: a commentary and research directions Wolfgang Ulaga Commentary 23 May 2018 Pages: 80 - 83