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Editorial

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Marketing literature's recurrent theme regarding the boundaries of the domain continue with recent contributions such as Vargo and Lusch (2004) and Baker (2005) as well as whole editions of Journals interrogating the domain of marketing. Whilst works such as these serve as insightful and discursive tracts, they can be complemented by examples of research and theory which works within and across traditional boundaries of marketing, giving concrete examples of both the provenance and direction of current thought. In this edition, a number of papers are presented which demonstrate, not only the breadth of the scope from which marketing theory draws, but also the way in which marketing theories reach out into fields of study which lie outside marketing's traditional territorial patch.
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Document Type: Editorial

Publication date: 2007-11-01

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