1. Introduction to the special issue

   • Robert A. Peterson

   Editorial Pages: 295 - 297

2. Twenty years of the journal

   • Harold W. Berkman

   Editorial Pages: 299 - 300

3. Marketing is...

   • Shelby D. Hunt

   OriginalPaper Pages: 301 - 311

4. What is marketing? A comment on “Marketing is ...”

   • Gerald Album

   OriginalPaper Pages: 313 - 316

5. Barriers to marketing becoming what it might be: Individual vs. Community costs

   • Robert F. Lusch

   OriginalPaper Pages: 317 - 321

6. Marketing’s contribution to the strategy dialogue

   • George S. Day

   OriginalPaper Pages: 323 - 329

7. Marketing’s contribution to the strategy dialogue revisited

   • Roger A. Kerin

   OriginalPaper Pages: 331 - 334

8. Marketing’s contribution to strategy: The view from a different looking glass

   • P. Rajan Varadarajan

   OriginalPaper Pages: 335 - 343

9. Acrimony in the ivory tower: A retrospective on consumer research

   • Jagdish N. Sheth

   OriginalPaper Pages: 345 - 353

10. Acrimony in the ivory tower: Stagnation or evolution?

    • Richard P. Bagozzi

    OriginalPaper Pages: 355 - 359

11. Appraising consumer research: There’s more to vision than meets the eye

    • Dipankar Chakravarti

    OriginalPaper Pages: 361 - 366

12. The shifting paradigm in marketing research

    • William D. Perreault

    OriginalPaper Pages: 367 - 375

13. Paradigms, paradiddles, and parafoils

    • Paul E. Green

    BriefCommunication Pages: 377 - 378

14. Shifting perspective on the Shifting Paradigm in Marketing Research: A new paradigm in marketing research

    • Naresh K. Malhotra

    OriginalPaper Pages: 379 - 387