European Journal of Marketing: Volume 36 Issue 4

Exploring key neo‐marketing directions through the use of an academic “think tank”: A methodological framework

Luiz Moutinho, Fiona Davies, Graeme Hutcheson

This paper is designed to set the scene in terms of introducing the methodological framework used in the academic “think tank” in marketing held at Lake of Menteith in Scotland in…

Relationship marketing: What if … ?

Cleopatra Veloutsou, Michael Saren, Nikolaos Tzokas

Academics and market professionals appreciate the importance of relationship marketing for contemporary firms. Yet, relationship marketing strategies and tactics are context…

Determining marketing strategy: A cybernetic systems approach to scenario planning

Robert E. Morgan, Shelby D. Hunt

Despite the vast proliferation of conceptual, theoretical, and empirical studies in adaptation‐selection research, debate continues to surround a key question: how do firms…

Predicting a diverse future: Directions and issues in the marketing of services

Angus Laing, Barbara Lewis, Gordon Foxall, Gillian Hogg

Driven by technological developments, deregulation, and globalisation the service sector in post‐industrial economies is facing unprecedented change. Utilising a scenario planning…