Three streams of strategic thought,(1) the “adaptive marketing capabilities” works,(2) the
“dynamic capabilities” view, and (3) resource-advantage (RA) theory, are converging on the …

This paper reviews 30 years of interdisciplinary scholarship that deals with marketing history
or the history of marketing thought. We have ranged across the humanities and social …

One of the true classics in Marketing is now thoroughly revised and updated." Marketing
Theory" is both evolutionary and revolutionary. As in earlier editions, Shelby Hunt focuses …

This article highlights the central role that the study of marketing systems could and should
play in the discipline of macromarketing. Drawing from a wide-ranging literature, a new …

We focus on implications of an agreed upon yet little considered conclusion from our 2001
article—that resource value is determined outside the business-level resource-based view …

Purpose–The purpose of this paper is to organize the semantics jungle of marketing strategy
approaches, terms and concepts into a logically coherent framework using the history of …

The purpose of this article is to advance the field of strategic marketing within the marketing
discipline, which will in turn, the author argues, contribute to enhancing the discipline's …

This article focuses on business marketing to extend the arguments in Hunt (2010) that RA
theory provides the foundations for a general theory of marketing. The article extends the …

Marketing's intellectual health requires indigenous theory development. However, marketing
is a discipline that, almost exclusively, imports its concepts and theories from other …

Purpose–The purpose of this paper is to provide a personal retrospective on six of the key
events/experiences that influenced the development of the structure, foundational premises …