Assessing and advancing marketing’s value propositions: a disciplinary dialog Stephen L. Vargo Editorial 24 November 2020 Pages: 149 - 150
Marketing’s theoretical and conceptual value proposition: opportunities to address marketing’s influence Thomas Martin KeyTerry ClarkLeyland Pitt Theory/Conceptual 27 July 2020 Pages: 151 - 167
First steps to creating high impact theory in marketing Ruth N. Bolton Commentary 28 November 2020 Pages: 172 - 178
Marketing’s value propositions: a focus on exit, voice, and loyalty G. Tomas M. HultForrest V. Morgeson III Commentary 02 December 2020 Pages: 185 - 188
For re-institutionalizing the marketing discipline in Era V Shelby D. Hunt Theory/Conceptual 17 November 2020 Pages: 189 - 198
Relevance, rigor and impact of scholarly research in marketing, state of the discipline and outlook Rajan Varadarajan Commentary 05 November 2020 Pages: 199 - 205
A framework for viral marketing replication and mutation Gavin L. FoxStephen J. Lind Theory/Conceptual 30 August 2019 Pages: 206 - 222
Friendships in marketing: a taxonomy and future research directions Diptiman BanerjiRamendra SinghPrashant Mishra Theory/Conceptual 11 October 2019 Pages: 223 - 243
The influence of media multitasking on advertising effectiveness Marion Garaus Theory/Conceptual 04 September 2019 Pages: 244 - 259
Toward a theory of ethical consumer intention formation: re-extending the theory of planned behavior William Sun Theory/Conceptual Open access 12 October 2019 Pages: 260 - 278
Consequences of mandated usage of innovations in organizations: developing an innovation decision model of symbolic and forced adoption Sven HeidenreichKatrin Talke Theory/Conceptual Open access 07 April 2020 Pages: 279 - 298
The changing role of marketing: transformed propositions, processes and partnerships Kaj StorbackaTed Moser Theory/Conceptual Open access 26 October 2020 Pages: 299 - 310
Reclaiming or rebranding marketing: implications beyond digital Thomas Ritter Commentary Open access 26 October 2020 Pages: 311 - 314