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Twenty-seven years have elapsed since Bergen, Dutta, and Walker Jr. ( 1992 ) published their work on agency theory in marketing. Agency theory is still relevant in marketing today. However, since 1992, there has been no comprehensive update of the literature on agency theory in marketing-related contexts despite the various developments in marketing, such as the advent of the internet, that have occurred in the interim. This paper covers the application of agency theory to marketing-related topics between 1992 and 2018. It seeks to update the overall knowledge of this application, suggesting new areas of research and managerial implications.

Agency theory in marketing: 27 years on