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A Critical Review of Research in Marketing
Author(s) -
Wensley Robin
Publication year - 1995
Publication title -
british journal of management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.407
H-Index - 108
eISSN - 1467-8551
pISSN - 1045-3172
DOI - 10.1111/j.1467-8551.1995.tb00139.x
Subject(s) - marketing , context (archaeology) , marketing research , interpretation (philosophy) , qualitative marketing research , market segmentation , key (lock) , market orientation , marketing management , business , quantitative marketing research , marketing strategy , marketing mix , return on marketing investment , computer science , computer security , programming language , paleontology , biology
SUMMARY An historical review of research in three major sub‐fields within marketing: market structure and segmentation, market networks and interfirm relationships, and market orientation and the implementation of the marketing concept, suggests that there remain a number of key issues in terms of significance and interpretation. It is noteworthy that these issues, which have important strategic and managerial implications have not, in general, been reflected in the content of key marketing textbooks. A number of more general issues can be derived which are relevant not only to future research in the marketing arena but also the wider context of strategy research.