Marketing Foundations

Marketing Classics

Marketing Theory: Foundations, Controversy, Strategy, Resource-Advantage Theory

Controversy in Marketing Theory: For Reason, Realism, Truth, and Objectivity

Hunt, Shelby D. (2010), Marketing Theory: Foundations, Controversy, Strategy, Resource- Advantage Theory. Armonk, NY: M.E. Sharpe, Inc. 3.

Hunt, Shelby D. (2003), Controversy in Marketing Theory: For Reason, Realism, Truth, and Objectivity. Armonk, NY: M.E. Sharpe, Inc.

Hunt, Shelby D. (1971), "The Morphology of Theory and the General Theory of Marketing," Journal of Marketing, 35 (2): 65-68.

Hunt, Shelby D. (1973), "Lawlike Generalizations and Marketing Theory," Journal of Marketing, 37 (3): 69-70. Hunt, Shelby D. (1976), "The Nature and Scope of Marketing," Journal of Marketing, 40 (3): 17- 26 Thursday,

Bagozzi, Richard P. (1975), Marketing as Exchange, Journal of September 2 Marketing, 39 (4), Oct: 32-39. 18

Levitt, Theodore (1975), Marketing Myopia, Harvard Business Review, Sept-Oct.: 2-14. Johan Arndt (1983), The Political Economy Paradigm: Foundation for Theory Building in Marketing, Journal of Marketing, Vol. 47, No. 4 (Autumn, 1983), pp. 44-54

Hunt, Shelby D. (1983), "General Theories and the Fundamental Explananda of Marketing," Journal of Marketing, 47 (Fall), 9-17. Franklin S. Houston (1986), The Marketing Concept: What It Is and What It Is Not, Journal of Marketing (50) April: 81-87.

Moorman, Christine and Roland T. Rust, (1999), "The Role of Marketing," Journal of Marketing, JM/MSI Special Issue on Fundamental

Zaltman, G. (2020). A Theories-in-Use Approach to Building Marketing Theory. Journal of Marketing, 84(1), 32-51.

Thursday, Generalizations in Marketing,” Journal of the Academy of Marketing September Science, 48 (3), 351–59. 3 25 5. Lehmann Donald R. (2020), “The Evolving World of Research in Marketing and the Blending of Theory and Data,” International Journal of

Golder, P. N., Dekimpe, M. G., An, J. T., van Heerde, H. J., Kim, D. S. U., & Alba, J. W. (2023). Learning from Data: An Empirics-First Approach to Relevant Knowledge Generation. Journal of Marketing, 87(3), 319-336.

Thursday, Culture and Marketing: Defining the Research Agenda” Journal of October Marketing (January): 3-15. 4 2 2. Kohli Ajay K. and Jaworski, Bernard J. (1990), Market Orientation: The construct, Research Proposition and Managerial Implications, Journal of

Hunt, Shelby D. and Robert M. Morgan (1995), "The Comparative Advantage Theory of Competition,” Journal of Marketing, 59 (April): 1- 15.

Hunt, Shelby D. And Robert M. Morgan (1996), “The ResourceAdvantage Theory of Competition, Dynamics, Path Dependencies, and Evolutionary Dimensions.” Journal of Marketing, 60 (Oct.): 107-114.

Thursday, Paradox in New Product Innovation, Journal of Marketing Oct 2005, Vol. October 69, No. 4, pp. 61-83 5 9 5. Alexander Krasnikov, Satish Jayachandran (2008), The Relative Impact of Marketing, Research-and-Development, and Operations Capabilities on

Moorman, Christine and Rebecca J. Slotegraaf (1999), “The Contingency Value of Complementary Capabilities in Product Development,” Journal of Marketing Research, 36 (2), 239-257

Kalaignanam, K., Tuli, K. R., Kushwaha, T., Lee, L., & Gal, D. (2021). Marketing Agility: The Concept, Antecedents, and a Research Agenda. Journal of Marketing, 85(1), 35-58.

Marketing, Vol. 37, No. 4 (Oct., 1973) (pp. 50-56)

Hunt, Shelby D. and John R. Nevin (1974), "Power in a Channel of Distribution," Journal of Marketing Research, XI (May).

Morgan, Robert M. and Shelby D. Hunt (1994), "The CommitmentTrust Theory of Relationship Marketing,” Journal of Marketing, 58 (July): 20- 38

Jap, Sandy and Shankar Ganesan (2000) "Control Mechanisms and the Relationship Lifecycle: Implications for Safeguarding Specific Investments and Developing Commitment," Journal of Marketing Research, 37 (May), 227-245.

Tucker, C., & Venkataraman, S. (2021). Informational Challenges in Omnichannel Marketing: Remedies and Future Research. Journal of Marketing, 85(1), 103-120.

Chandy, Rajesh and Gerard J. Tellis (1998), "Organizing for Radical Product Innovation," Journal of Marketing Research, 35 (November), 474- 487.

Sood, Ashish and Gerard J. Tellis (2005), “Technological Evolution and Radical Innovations,” Journal of Marketing, 69, 3 (July), 152168

Frias, K. M., Ghosh, M., Janakiraman, N., Duhan, D. F., & Lusch, R. F. (2023). A Theory of Product-Form Strategy: When to Market Know-How, Components, or Systems? Journal of Marketing, 87(5), 679-697. Thursday,

Troy, L. C., Hirunyawipada, T., & Paswan, A. K. (2008). Cross-Functional Integration and New Product Success: An Empirical Investigation of the Findings. Journal of Marketing, 72(6), 132-146.

Li, F., Larimo, J. & Leonidou, L.C. Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. J. of the Acad. Mark. Sci. 49, 51–70 (2021). 020-00733-3

Leung, F. F., Gu, F. F., Li, Y., Zhang, J. Z., & Palmatier, R. W. (2022). Influencer Marketing Effectiveness. Journal of Marketing, 86 (6), 93-115.

Miao, F., Kozlenkova, I. V., Wang, H., Xie, T., & Palmatier, R. W. (2022). An Emerging Theory of Avatar Marketing. Journal of Marketing, 86(1), 67-90.

Wies, S., Bleier, A., & Edeling, A. (2023). Finding Goldilocks Influencers: How Follower Count Drives Social Media Engagement. Journal of Marketing, 87(3), 383-405.

Rizley, Rajkumar Vankatesan (2006), From Customer Lifetime Value to

Thursday, Shareholder Value, Journal of Service Research. November 3. Douglas Bowman, Das Narayandas (2004), Linking Customer 9 6 Management Effort to Customer Profitability in Business Markets Journal of Marketing Research Nov 2004, Vol. 41, No. 4, pp. 433447

Luo, X., & Bhattacharya, C. B. (2006). Corporate Social Responsibility, Customer Satisfaction, and Market Value. Journal of Marketing, 70(4), 1- Thursday, 18. November 2. Sadovnikova, Anna and Pujari, Ashish (2017), The Effect of Green 10

Mishra, S., & Modi, S. B. (2016). Corporate Social Responsibility and Shareholder Wealth: The Role of Marketing Capability. Journal of Marketing, 80(1), 26-46.

Chandy, R. K., Johar, G. V., Moorman, C., & Roberts, J. H. (2021). Better

Nickerson, D., Lowe, M., Pattabhiramaiah, A., & Sorescu, A. (2022). The Impact of Corporate Social Responsibility on Brand Sales: An Accountability Perspective. Journal of Marketing, 86(2), 5-28.

Berry, L. L., Danaher, T. S., Keiningham, T., Aksoy, L., & Andreassen, T. W. (2024). Social Profit Orientation: Lessons from Organizations Committed to Building a Better World. Journal of Marketing, in press,

Rust, Roland T., Katherine N. Lemon and Valarie A. Zeithaml (2004), “Return on Marketing: Using Customer Equity to Focus Marketing Strategy,” Journal of Marketing, 68 (1), 109-127.

Rust, Roland T., Tim Ambler, Gregory S. Carpenter, V. Kumar and Rajendra K. Srivastava, (2004), “Measuring Marketing Productivity: Current Knowledge and Future Directions,” Journal of Marketing, 68 (4), 76-89. Thursday, 3. Sood , Ashish and Gerard J. Tellis (2009), “Do Innovations Really Pay

Guenther, P., Guenther, M., Lukas, B. A., & Homburg, C. (2024). Consequences of Marketing Asset Accountability—A Natural Experiment. Journal of Marketing, 88(5), 24-45.