Abstract:The turbulent technological and competitive environment in which marketing operates is evident among recent business events. Microsoft's fines for abuse of its dominant competitive position and its pursuit of Yahoo, Egg's move to cancel cards and the ensuing consumer and press backlash and Toshiba's decision to exit from the production of HD DVD players and recorders following film studio backing for Sony's Blu-ray format, provide a backdrop to the arena which academic research investigates. In several of the recent editions of the Journal of Marketing Management, numerous papers have dealt with the changing nature of marketing applications as well as shifting theoretical perspectives of the academic subject. In this edition, however, what we see are several papers offering fresh perspectives on some enduring themes in marketing: understanding customers, their purchase and consumption decisions and the fundamental nature of relationships in markets. It might be said these are topics of relevance to the companies in the recent headlines.
Document Type: Editorial
Publication date: April 1, 2008