1. Introducing the Theory + Practice section

   • Bernard J. Jaworski

   Editorial 11 May 2018 Pages: 1 - 4

2. Marketing’s identity crisis: insights from the history of marketing thought

   • Adel El-Ansary
   • Eric H. Shaw
   • William Lazer

   Theory/Conceptual 09 October 2017 Pages: 5 - 17

3. A marketing identity is flourishing

   • Sidney J. Levy

   Commentary 12 May 2018 Pages: 18 - 19

4. Why broadened marketing has enriched marketing

   • Philip Kotler

   Commentary 16 May 2018 Pages: 20 - 22

5. Three systems underpinning marketing behavior

   • Richard P. Bagozzi

   Commentary 16 May 2018 Pages: 23 - 29

   

6. Marketing’s identity crisis: it’s complicated

   • O. C. Ferrell

   Commentary 25 April 2018 Pages: 30 - 38

7. Advancing relationship marketing theory: exploring customer relationships through a process-centric framework

   • Antje S. J. Hütten
   • Torsten Oliver Salge
   • Florian U. Siems

   Theory/Conceptual 08 May 2017 Pages: 39 - 57

   

8. Proposal, project, practice, pause: Developing a framework for evaluating smart domestic product engagement

   • Tony Woodall
   • Julie Rosborough
   • John Harvey

   Theory/Conceptual Open access 08 May 2017 Pages: 58 - 74

   

9. Reflections on the Journey to be Customer-Oriented and Solutions-Led

   • Bernard J. Jaworski

   Theory/Conceptual 08 May 2018 Pages: 75 - 79

10. The journey towards customer centricity and service growth in B2B: a commentary and research directions

    • Wolfgang Ulaga

    Commentary 23 May 2018 Pages: 80 - 83