This edition of the Journal of Marketing Management is rather special. I have ordered the papers in a way that I think they tell a story about the development of marketing as a discipline. In his 1996 paper, Kerin forwarded six metaphors of marketing in which he characterised marketing over the six previous decades. These metaphors saw marketing as applied economics, a managerial activity, a quantitative science, a behavioural science, a decision science and an integrative science. Perhaps with the passing of another decade, it is important to add in a metaphor which represents a dis-integrative science, to adequately capture the wealth of ideas being applied across numerous fields, including the traditional, for example consumer behaviour and the new, for example ethics or the internet, as evidenced in some of the papers in this edition. The papers reflect elements of each of these metaphors and, in addition, a broad spectrum of research methodologies.