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Course: Seminar in Marketing Theory (MKT 613)

Description of Course Content

This doctoral seminar is designed to introduce our PhD students to explore the history and

development of marketing theory and the conceptual and applied dimensions of marketing and

marketing strategy. What is the domain of marketing? Marketing – a discipline that combines

theoretical research and practical applications - contains certain paradigmatic structures that

differentiate it from other social science disciplines. So, what qualifies marketing as a scientific

discipline? Most laypersons agree there is something special and prestigious about science and its

methods. In fact, the ability to label some concept, system of reasoning or logic, or research study

as “scientific” instantly confers merit upon the scientist. Berkowitz explains that a discipline

“operates within a conceptual framework that represents a set of paradigmatic structures which are

commonly subscribed to by members of that discipline – meaning a somewhat shared philosophic

or methodological set of approaches which give validity to the work that is produced within that

framework.

Purpose

In this seminar, students will be oriented toward scientific thought within the context of theory

construction. To that end, the purpose of this seminar is to provide a platform for developing an

understanding of both marketing theory, thought and philosophy of science. To accomplish this

objective, we will heed Kotler’s (1971) counsel: “one of the signs of the health of a discipline is

its willingness to reexamine its focus, techniques and goals as the surrounding society changes and

new problems require attention” (p. 46). While Kotler’s words are 42+ years old, who could

disagree that surrounding society and new problems are still changing and arising today at

unprecedented rates.

Instructor: Dr. Soad A. Almeshal

Semester: 2ed 1439-1440 H

Site: http://fac.ksu.edu.sa/salmeshal

Office: Building 3/ Office No. 196

Office Hours: Sun. –Th.(9-11)

Office Phone: 0118055035

Mobile: 0555464654

E-Mail: salmeshal@ksu.edu.sa / Soad55@hotmail.com

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Marketing’s origins reside in applied economics; however, the current domain of marketing

philosophies and methodologies draw from a myriad of social sciences, including but not limited

to anthropology, economics, law, history, philosophy, psychology and sociology. Because

communities of knowledge evolve over time, it is important to uncover the roots of marketing

thought and practice and appreciate its future development.

To begin our critical inquiry, we may ask ourselves a fundamental question: “When did marketing

begin as a course of study?”

“Evidence seems to indicate that the subject [of Marketing] was first taught at the

University of Michigan in 1902 and at Ohio State University and the University of

Pennsylvania in the college year 1904-05, and that Pennsylvania first used the word

"marketing" in the name of the course given in 1904- 1905. The Harvard Business

School apparently entered the field in 1909 but did not use the word ‘marketing’ in

describing its course until several years later.” – Louis D.H. “Doc” Weld1

"When I began to teach marketing in the Fall of 1913, there was practically no literature

on the subject. I had to go out and dig up my own information." – Louis D.H. “Doc”

Weld2.

Today’s marketing curricula is clearly more complicated and well-developed than were the

seminal course offerings developed by Weld. The study of contemporary marketing has similarly

evolved over time. Wrote Alderson, often labeled as the “father of contemporary marketing”

provided a foundational insight that resonates to this day in his text Dynamic Marketing Behavior

(1965): “Economics as the mathematical logic of scarcity is invaluable for marketers but not

sufficient…But the level of taste, the technological functions, and the flows of information which

the economist takes for granted are the primary business of a science of marketing” (p. 303).

Moreover, Alderson also offered:

“All marketing activity is an aspect of the interaction among organized behavior systems

related to each other in what may be described as an ecological network. Operating

systems are a subclass of behavior systems, distinguished by inputs and outputs and

the structuring of processes to achieve efficiency” – Wroe Alderson (1957),

Marketing Behavior and Executive Action

Consider the ongoing relevance of Alderson’s perspective in light of the current streams of present

research appearing in the primary publication outlets for the marketing discipline

Learning Outcomes

The major goals of this seminar are to:

Develop the conceptual and analytical tools necessary to generate and critically evaluate

theoretical contributions in marketing and other related disciplines.

1 Weld, L.D.H. (1941), “Early Experiences in Teaching Courses in Marketing,” Journal of Marketing, 5(4, April), 380.] 2 From Cowan, Donald R.G. (1941), “A Pioneer in Marketing,” Journal of Marketing, 25(2, October), p. 63.

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Acquire and critically evaluate fundamental knowledge of and about marketing as a field

of study.

Discuss and critically evaluate controversial conceptual issues relevant to the

advancement of marketing as a discipline.

Provide Ph.D.-level coverage of the major research work carried out in strategic

marketing,

Provide students with a rigorous foundation in the major conceptual and empirical

contributions in strategic marketing,

Provide students a strong foundation for critical thinking in the area of strategic

marketing, and

Prepare students to be successful academics in the field of strategic marketing.

Enable students to conceptualize, operationalize, and develop research ideas.

Class Policies

The instructor reserves the right to modify any of the material in the Syllabus and Class

Schedule with sufficient notice given to course participants.

Come to each class well prepared to be able to discuss the required readings and assigned

cases and assignments in detail.

Each student is responsible for obtaining all handouts, announcements, and schedule

changes.

Actively participate in lectures and assignment as much of the learning will come from

discussions during class.

Important class announcements may be communicated by e-mail. You are responsible for

checking your e-mail account regularly.

Do not come late for class.

Switch off your cell phone during class.

Do not talk while fellow students are presenting or asking questions.

Respect everyone’s opinion.

There are no provisions for make-up exams or extra credit.

Course Materials

The two books mentioned below provide foundational material for much of what we will explore

in this course.

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

Theory (2010) by Shelby D. Hunt, Armonk, New York: M.E. Sharpe.

Marketing Theory (2010) by Michael J. Baker and Michael Saren, eds. Second edition.

London, U.K.: Sage Publications

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Grading

Your course grade is determined objectively based on the criteria listed below:

Grading Component Percentage

Article Summaries & In-Class Discussion 15%

New Research Ideas 10%

Play Reviewer 5%

Research Project 40%

Exam 30%

Total 100%

Percent of Points Grade

100-95 A+

94-90 A

89-85 B+

84-80 B

79-75 C+

74-70 C

Below 70 F

Quality of Article Summaries & In-Class Discussion (15%)

As the instructor of this section, I highly encourage class attendance because it contributes heavily

to the process of learning for students. Since this is a PhD level class, our class should be interactive

and discussion based forum. To maintain consistency, each summary should have the following

format:

Complete citation: in bold, at the top of the page (following JM format)

Summarized by: Your name

Purpose of reading: this section should describe why the article was written, how this reading fits

in a broader stream of research, and what the author’s (s’) purpose was in writing the piece.

Theoretical foundation: this section should summarize the theoretical argument of the reading, its

basic assumptions, and major propositions.

Methodology: this section should summarize the research design and methodology (if appropriate).

Results and conclusions: this section should summarize the results and major discussion points.

Creative insight: this section should note those future research suggestions forwarded by the

author(s) that are particularly insightful.

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Quality of New Research Ideas (10%)

In some of the sessions, you are expected to present a 1-page handout of a new research idea related

to the topics being discussed in the class that day. You will be given 15 minutes to explain your

new idea. This idea can be simple (e.g., just one hypothesis) but you should have clarity on the (a)

underlying basis for your theory, (b) how it will be tested, and (c) the contribution that it would

make to the literature. Special attention should be paid to clearly justifying your core hypothesis.

Play Reviewer (5%)

During the course of the semester you will also play the role of a reviewer of a work-in-progress

paper which is currently in the review process at a premier marketing journal. You will be asked

to pretend that you are the reviewer of this manuscript. Your review comments for the authors

should be 2 to 3 pages, single. You will also need to write a letter to the Editor with your

recommendations. Your review comments should be critical and constructive, pointing out the

theoretical and practical merits of the paper, the shortfalls, and how the manuscript could be

enhanced. Your reviews will go back “blind” to the authors, replicating the double‐blind review

process at a journal such as JM. This also means that your comments are going to serve as useful

feedback to the authors.

Exam (30%)

Students take one comprehensive exam at the middle of the regular semester. The exam is worth

30% of total grade and consists of collection of questions from lecture and text material.

Research Project (40%)

The major assignment in the course is to submit a fully-developed research paper (12 pt. font;

1.15-spaced; Times New Roman, 4-6,000 words). This research paper should read like a brief JM

paper. Ideally it should consist with complete details of the empirical methodology and the results

you would predict (e.g., graphs of expected results). This paper can be based on one of the ideas

that you it should be a completed paper. You will develop this on your own, but I will provide

feedback during the initial stages. You will present a brief proposal of your idea to the class in the

begging of the semester, make the final presentation, and report submission at the semester end

(see table 1).

The paper will consist of the following sections:

The introduction section (suggested: 1-2 pages).

This section should motivate the proposal by briefly discussing the general importance of

the topic, the gap in the literature, and the likely contribution(s) of the proposed research.

The literature review section (suggested: 4-6 pages).

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Concepts and principles, theory, empirical studies (ideally this section should be sufficient

in depth and breadth so as to lead to a publishable review article).

The Proposed Research Design and Methodology section (suggested: 5-7 pages)

This section should include including study rationale, research objectives, theory

development, and statement of hypotheses, research design, model specification, statistical

tests, data analysis, conclusion, limitation, further research and implication.

References (suggested: 2 pages).

This section should contain the list of references, formatted as in JM.

Table 1: Paper Submission due dates

Academic Integrity

It is the philosophy of King Saud University that academic dishonesty is a completely unacceptable

mode of conduct and will not be tolerated in any form. All persons involved in academic

dishonesty will be disciplined in accordance with University regulations and procedures.

Discipline may include suspension or expulsion from the University.

"Scholastic dishonesty includes but is not limited to cheating, plagiarism, the submission for

credit of any work or materials that are attributable in whole or in part to another person, taking an

examination for another person, any act designed to give unfair advantage to a student or the

attempt to commit such acts”

No. Tasks Due date Grades

40/40

1 Research Problem Approval 15/5/1440 —21/1 /2019 5

2 Research Problem with objectives and Hypotheses 22/5/1440 —28/1/2019 5

3 Research Design and Data collection Methodology 6/6/1440 — 11/2/2019 5

4 Questionnaire (measurement instrument) 20/6/1440 —25/2/2019 5

5 Literature Review 4/7/1440 —11/3/2019 5

6 Data Collection 4/7/1440 —11/3/2019 5

7 Data Analysis 18/7/1440 —25/3/2019 5

8 Final Paper submission and presentation 3/8/1440 — 8/4/2019 5

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Table 2: Course Schedule

Weeks Topics Readings and assignments

1 Introductions, Syllabus

2 Intro to Philosophy of Science Read the book

3 What is Science? Look at the list below

4 Is Marketing a Science? Look at the list below

5 History of Marketing Look at the list below

6 History of Marketing (continued) Look at the list below

7 A paradigm Look at list below

8 Shift and shaft paradigm Look at list below

9 Exam Ch. 1, 2, 3, 4, 5 & 6 + Assigned

Readings

10 Marketing Strategy: Historical

Perspective

Read all articles

Provide summary for

Bring 1-page idea paper

11 Marketing Ethics

Read all articles

Provide summary for

Bring 1-page idea paper

“Play reviewer” due

12 Strategy and Marketing Read all articles

Provide summary for

13 Service Marketing

Read all articles

Provide summary for

Bring 1-page idea paper

14 Market Orientation Read all articles

Provide summary for

15 Final Project Presentation

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Intro to Philosophy of Science

A Brief Historical Introduction of Philosophy of science

A Historical Introduction to the Philosophy of Science

Butts, Robert E. (1993), "Sciences and Pseudosciences," in Philosophical Problems of the Internal

and External Worlds: Essays on the Philosophy of Adolf Grunbaum, Earman, et al., eds. Pittsburgh,

PA: University of Pittsburgh Press, 163-185. (Read pp.163-171, skim pp.172-185) (pdf)

Gjertsen, Derek (1988), Science and Philosophy: Past and Present. Baltimore, MD: Penguin Books,

29-50. (pdf)

Root, Michael (1993), Philosophy of the Social Sciences: The Methods, Ideals, and Politics of

Social Inquiry. Oxford, UK: Blackwell, 173-204

Searle, John R. (1991), "Intentionalistic Explanations in the Social Sciences," Philosophy of the

Social Science, 21 (September), 332-344

Hospers, John (1956), "What is Explanation?" in Introductory Readings in the Philosophy of

Science, Klemke, et al., eds. Buffalo, NY: Prometheus Books, 87-103.

What is Science?

Hunt, Marketing Theory, Chapters 1, 2

Nature of Science and the Scientific Method

About Science 1 Basics Knowledge Science and Scimat

Definition of Science

What is science? Pierre C Hohenberg

Induction, Deduction, And The Scientific Method An Eclectic Overview Of The Practice Of

Science

What is science? understanding science

Nature of Science

Philosophy of Science An Overview for Educators

Bevan, William (1991), "Contemporary Psychology: A Tour Inside the Onion," American

Psychologist, 46 (May), 475-483. (pdf)

Cole, K. C. (1984), "The Essence of Understanding, Discovery, April, 57, 60. (pdf)

Feynman, Richard P. (1988), What Do You Care What Other People Think? Further Adventures

of a Curious Character. New York, NY: Bantam Books, 11-19. (pdf)

Selected quotes about science, scientists, and research. (pdf)

Fischer, Robert B. (1975), "Definitions of Science," in Science, Man, and Society (2nd ed.).

Philadelphia, PA: W. B. Saunders Co., 3-10. (pdf)

Ziman, John (1968), "What Is Science?" in Introductory Readings in the Philosophy of Science,

Klemke, et al., eds. Buffalo, NY: Prometheus Books, 35-54. (pdf)

Bauer, Henry H. (1992), Scientific Literacy and the Myth of the Scientific Method. Urbana, IL:

University of Illinois Press, 19-41. (pdf)

Ferris, Timothy (1992), The Mind's Sky: Human Intelligence in a Cosmic Context. New York, NY:

Bantam Books, 3-15. (pdf)

Fiske, Donald W. (1986), "Specificity of Method and Knowledge in Social Science," in Metatheory

in Social Science: Pluralisms and Subjectivities, Fiske and Shweder, eds. Chicago, IL: The

University of Chicago Press, 61-82. (pdf)

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Is Marketing a Science?

Hunt, Marketing Theory, Chapters 1, 2.

Hyman, Michael R., Robert Skipper, and Richard Tansey (1991), "Two Challenges for the Three

Dichotomies Model," in 1991 AMA Winter Educators' Conference, Childers, et al., eds. Chicago:

American Marketing Association, 417-422 (pdf; complete online version).

Hyman, Michael R. (2009), "A Tribute, an Old Challenge Revisited, and an Amplification," in

Legends in Marketing: Shelby Hunt, Volume 3, Sage. (pdf)

Kotler, Philip (1972), "A Generic Concept of Marketing," Journal of Marketing, 36 (April), 46-54.

(pdf)

Levy, Sidney J. (1976), "Marcology 101 or the Domain of Marketing," in 1976 AMA Summer

Educators' Conference Proceedings, Bernhardt, ed. Chicago: American Marketing Association,

577-581. (pdf)

Laczniak, Gene R. and Donald A. Michie (1979), "The Social Disorder of the Broadened Concept

of Marketing, Journal of the Academy of Marketing Science, 7 (Summer), 214-231. (pdf)

Bartels, Robert (1951), "Can Marketing Be a Science?" Journal of Marketing, 15 (January), 319-

328.(pdf)

Hutchinson, Kenneth D. (1952), "Marketing as a Science: An Appraisal," Journal of Marketing, 16

(January), 286-293. (pdf)

Bartels, Robert (1974), "The Identity Crisis in Marketing," Journal of Marketing, 38 (October), 73-

76. (pdf)

O'Shaughnessy, John and Michael J. Ryan (1979), "Marketing, Science, and Technology," in

Conceptual and Theoretical Developments in Marketing, Ferrell, et al., eds. Chicago: American

Marketing Association, 557-589. (pdf)

Zaltman, Lemasters, and Heffring, Theory Construction in Marketing, pp.1-24. (Skim) (pdf)

Baker, Michael J. (1995), "The Need for Theory in Marketing," in Marketing Theory and Practice

(Baker, ed.). New York, NY: Macmillan Business, 10-22. (pdf)

Wilkie, William L. and Elizabeth S. Moore (1999), "Marketing's Contributions to Society," Journal

of Marketing, 63 (Special Issue), 198-218. (pdf)

Brown, Stephen (2002), "Vote, Vote, Vote for Philip Kotler," European Journal of Marketing, 36

(3), 313-324. (pdf)

Saad, Gad (2008), "The Collective Amnesia of Marketing Scholars Regarding Consumers'

Biological and Evolutionary Roots," Marketing Theory, 8 (4), 425-448. (pdf)

Jenkins, Iredell (1948), "What is a Normative Science?" The Journal of Philosophy, 45 (June), 309-

332. (pdf)

Robin, Donald P. (1970), "Toward a Normative Science in Marketing," Journal of Marketing, 34

(October), 73-76. (pdf)

Brown, Stephen (2009), "Double, Double Toil and Trouble: On the Equivocal Magic of

Marketing," Journal of Customer Behaviour, 8 (June), 163-175. (pdf)

Burton, Dawn (2005), "Marketing Theory Matters," British Journal of Management, 16, 5–18. (pdf)

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History of Marketing

Peterson, Robert A. (2005), "Ruminations on Theory and Research Scholarship in Marketing,"

Journal of Public Policy & Marketing, 24 (Spring), 127–130. (pdf)

Shaw, Eric H. (2011), "A Comment on the Relationship between the History of Marketing Thought

and the Development of Marketing Theory," Marketing Theory, 11 (4), 491-494. (pdf)

Tamilia, Robert D. (2011), "Reflections on the History of Marketing Thought and Theory

Development, Marketing Theory, 11 (4), 507–512. (pdf)

Hunt, Shelby D. (2010), "Doctoral Seminars in Marketing Theory: For Incorporating the History

of Marketing Practice and Thought," Journal of Historical Research in Marketing, 2 (4), 443-456.

(pdf)

Hunt, Shelby D. (2011), "On the Intersection of Marketing History and Marketing Theory,"

Marketing Theory, 11 (4), 483–489. (pdf)

Fullerton, Ronald A. (1986), "Historicism: What it is, and What it Means for Consumer Research,"

in Advances in Consumer Research, Wallendorf and Anderson, eds. Association for Consumer

Research, 431-434. (pdf)

Jones, D.G. Brian and David D. Monieson (1990), "Historical Research in Marketing:

Retrospective and Prospect," Journal of the Academy of Marketing Science, 18 (Fall), 269-278.

(pdf)

Jones, D.G. Brian and David D. Monieson (1990), "Early Development of the Philosophy of

Marketing Thought," Journal of Marketing, 54 (January), 102-113. (pdf)

Mittelstaedt, Robert A, (1990), "Economics, Psychology, and the Literature of the Subdiscipline of

Consumer Behavior," Journal of the Academy of Marketing Science, 18 (Fall), 303-311. (pdf)

Brown, Stephen, Elizabeth C. Hirschman, and Pauline Maclaran (2001), "Always Historicize!

Researching Marketing History in a Post-Historical Epoch," Marketing Theory. 1 (1), 49-89. (pdf)

Domegan, Christine (2011), "Co-authoring Tomorrow: On How Past Marketing Knowledge

Enlightens Future Marketing Theory," Marketing Theory, 11 (4), 495-498. (pdf)

Egan, John (2008), "A Century of Marketing," The Marketing Review, 8 (1), 3-23. (pdf)

A Paradigm

Wilkie, W. L., & Moore, E. S. (2003). Scholarly research in marketing: Exploring the “4 eras” of

thought development. Journal of Public Policy & Marketing, 22(2), 116-146.

Shaw, E. H., & Jones, D. B. (2005). A history of schools of marketing thought. Marketing

theory, 5(3), 239-281.

Markin, R. J., & Duncan, C. P. (1981). The transformation of retailing institutions: Beyond the

wheel of retailing and life cycle theories. Journal of Macromarketing, 1(1), 58-66.

Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. The Journal

of marketing, 11-27.

Heide, J. B. (1994). Interorganizational governance in marketing channels. The Journal of

Marketing, 71-85.

Heide, J. B., & Wathne, K. H. (2006). Friends, businesspeople, and relationship roles: A conceptual

framework and a research agenda. Journal of Marketing, 70(3), 90-103.

Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: continuing the evolution. Journal of

the Academy of marketing Science, 36(1), 1-10.

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Shifting Paradigm

Grönroos, C. (1997). Keynote paper From marketing mix to relationship marketing-towards a

paradigm shift in marketing. Management decision, 35(4), 322-339.

Brodie, R. J., Coviello, N. E., Brookes, R. W., & Little, V. (1997). Towards a paradigm shift in

marketing? An examination of current marketing practices. Journal of marketing

management, 13(5), 383-406.

Grönroos, C. (2004). The relationship marketing process: communication, interaction, dialogue,

value. Journal of business & industrial marketing, 19(2), 99-113.

Kjellberg, H., & Helgesson, C. F. (2007). On the nature of markets and their practices. Marketing

theory, 7(2), 137-162.

Sheth, J. N. (2000). Relationship marketing: paradigm shift or shaft?. Handbook of relationship

marketing, 609-620.

Sheth, J. N., & Parvatlyar, A. (1995). Relationship marketing in consumer markets: antecedents

and consequences. Journal of the Academy of marketing Science, 23(4), 255-271.

Sheth, J. N., & Parvatlyar, A. (1995). Relationship marketing in consumer markets: antecedents

and consequences. Journal of the Academy of marketing Science, 23(4), 255-271.

Marketing Strategy: Historical Perspective

Alderson, Wroe (1958) “The Analytical Framework for Marketing,” in Delbert, Duncan Ed.

Proceedings: Conference of Marketing Teachers from Far Western States Berkeley, University of

California, 15-28.

Bagozzi, Richard P. (1975), “Marketing as Exchange” The Journal of Marketing, Vol. 39, No. 4

(Oct), 32-39

Borden, Neil H. (1964), “The Concept of the Marketing Mix,” Journal of Advertising Research, 4

(June), 2-7.

Drucker, Peter F. (1958), “Marketing and Economic Development,” The Journal of Marketing,

Vol. 22, No. 3 (Jan.), 252-259

Enis, Ben M. (1973), “Deepening the Concept of Marketing,” The Journal of Marketing, Vol. 37,

No. 4 (Oct.), 57-62

Kotler, philip and Sidney J. Levy (1969), “Broadening the Concept of Marketing,” The Journal of

Marketing, Vol. 33, (Jan),10-15

Levitt, Theodore (1960), “Marketing Myopia,” Harvard Business Review, 38, (July-August), 57-

66.

Oxenfeldt, Alfred R. (1960), “A Multi-Stage Approach to Pricing,” Harvard Business Review

Rogers, Everett M. (1976), “ New Product Adoption and Diffusion,” The Journal of Consumer

Research, Vol. 2, (March), 290-301

Smith, Wendlel L. (1956), “Product Differentiation and Market Segmentation as Alternative

Marketing Strategies,” The Journal of Marketing, Vol. 21, (July), 3-8

Ethics

Chonko, Lawrence B. and Shelby D. Hunt (1985), "Ethics and Marketing Management: An

Empirical Examination," Journal of Business Research, 13 (Aug.): 339-59.a

Hunt, Shelby D. (1976), "Informational vs. Persuasive Advertising: An Evaluation," Journal of

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Advertising, 5 (Summer): 5-8.

Hunt, Shelby D. and John R. Nevin (1981), "Why Consumers Believe They are Being Ripped Off,"

Business Horizons (May/June): 48-52.

Hunt, Shelby D. and Lawrence B. Chonko (1984), "Marketing and Machiavellianism," Journal of

Marketing, 48 (Summer): 30-42.

Hunt, Shelby D. and Lawrence B. Chonko (1987), "Ethical Problems of Advertising Agency

Executives," Journal of Advertising, 16 (4): 16-24.

Hunt, Shelby D. and Scott M. Vitell (1986), "A General Theory of Marketing Ethics," Journal of

Macromarketing, 6 (Spring): 5-15.

Wood, Van R., Lawrence B. Chonko and Shelby D. Hunt (1986), "Social Responsibility and

Personal Success: Are They Incompatible?" Journal of Business Research, 14 (2): 193-212.

Strategy and Marketing

Anderson, P.F. (1982), “Marketing, Strategic Planning and the Theory of the Firm,” Journal of

Marketing, 46 (Spring), 15-26.

Biggadike, E. Ralph (1981), “The Contributions of Marketing to Strategic Management,” Academy

of Management Review, 6 (October), 621-632.

Day, George S. (1992), “Marketing’s Contribution to the Strategy Dialogue,” Journal of the

Academy of Marketing Science, 20 (Fall), 323-329.

Day, George S. and Robin Wensley (1983), “Marketing Theory with a Strategic Orientation,”

Journal of Marketing, 47 (Fall), 79-89.

Hutt, Michael D., Peter H. Reingen, and John R. Ronchetto, Jr. (1988), “Tracing Emergent

Processes in Marketing Strategy Formation,” Journal of Marketing, 52 (January), 4-19.

McKee, Daryl O., P. Rajan Varadarajan, and John Vassar (1990), “A Taxonomy of Marketing

Planning Styles,” Journal of the Academy of Marketing Science, 18 (Spring), 131-141

Service Marketing:

Vargo, Stephen L. and Robert F. Lusch (2004), "Evolving to a New Dominant Logic for

Marketing," Journal of Marketing, 68 (1), 1-17.

Lusch, Robert F., Stephen L. Vargo, and Matthew O’Brien (2007), "Competing through service:

Insights from service-dominant logic," Journal of Retailing, 83 (1), 5-18.

Vargo, Stephen L. and Robert F. Lusch (2008), "Why "service"?," Journal of the Academy of

Marketing Science, 36 (1), 25-38.

O'Shaughnessy, John and Nicholas Jackson O'Shaughnessy (2009), "The service-dominant

perspective: a backward step?," European Journal of Marketing, 43 (5/6), 784-93.

Zeithaml, Valarie A., A. Parasuraman, and Leonard L. Berry (1985), "Problems and Strategies in

Services Marketing," Journal of Marketing, 49 (2), 33-46.

Vargo, Stephen L. and Robert F. Lusch (2004), "The Four Service Marketing Myths: Remnants of

a Goods-Based, Manufacturing Model," Journal of Service Research, 6 (4), 324-35.

Lovelock, Christopher and Evert Gummesson (2004), "Whither Services Marketing?: In Search of

a New Paradigm and Fresh Perspectives," Journal of Service Research, 7 (1), 20-41.

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Perspectives on Competition and Competitive Advantage

Barney, Jay (1991), “Firm Resources and Sustained Competitive Advantage,” Journal of

Management, 17 (1), 99-120.

Clark, Bruce H. and David B. Montgomery (1999), “Managerial Identification of Competitors,”

Journal of Marketing, 63 (July), 67-83.

Coyne, Kevin P. (1986), “Sustainable Competitive Advantage -- What It Is, What It Isn’t,” Business

Horizons, 29 (January-February), 54-61.

Day, George S. and Robin Wensley (1988), “Assessing Advantage: A Framework for Diagnosing

competitive Superiority,” Journal of Marketing, 52 (April), 1-20.

Porter, Michael E. (1979), “How Competitive Forces Shape Strategy,” Harvard Business Review,

57 (March-April), 137-145.

Porter, Michael E. (1987), “From Competitive Advantage to Corporate Strategy,” Harvard

Business Review, 65 (May-June), 43-59.

Market Orientation:

Jaworski, Bernard J. and Ajay K. Kohli (1996), “Market Orientation: Review, Refinement, and

Roadmap,” Journal of Market Focused Management, 1 (2), 119-135.

Kohli, Ajay K. and Bernard J. Jaworski (1990), “Market Orientation: The Construct, Research,

Propositions, and Managerial Implications,” Journal of Marketing, 54 (April), 1-18.

Jaworski, Bernard J. and Ajay K. Kohli (1993), “Market Orientation: Antecedents and

Consequences,” Journal of Marketing, 57 (July), 53-70.

Day, George S. (1999), “Misconceptions about Market Orientation,” Journal of Market Focused

Management, 4 (June), 5-16.

Narver, John C. and Stanley F. Slater (1990), “The Effect of Market Orientation on Business

Profitability,” Journal of Marketing, 54 (October), 20-35.

Han, Jin K., Namwoon Kim, and Rajendra K. Srivastava (1998), “Market Orientation and

Organizational Performance: Is Innovation a Missing Link?,” Journal of Marketing, 62 (October),

30-45.

Slater, Stanley F. and John C. Narver (1995), “Market Orientation and the Learning Organization,”

Journal of Marketing, 59 (July), 63-74.

Quality

Garvin, David (1984), "What Does Product Quality Mean?" Sloan Management Review, (Fall),

25-40.

Zeithaml, Valerie (1988), "Consumer Perceptions of Price, Quality, and Value: A Means-Ends

Model and Synthesis of Evidence," Journal of Marketing, 52(July), 2-22.

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for Measuring Consumer Perception of Service Quality," Journal of Retailing, 64 (Spring) 12-40.

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a Services Marketing Audit,” Journal of the Academy of Marketing Science, 19 (Summer), 255-

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15

Scoring Rubric for Oral Presentation

(Individual Assessment)

Student Name: ……………………………………… Student ID: ……………………

PRESENCE 5 4 3 2 1 0

-body language & eye contact

-contact with the public

-poise

-physical organization

LANGUAGE SKILLS 5 4 3 2 1 0

-correct usage

-appropriate vocabulary and grammar

-understandable (rhythm, intonation, accent)

-spoken loud enough to hear easily

ORGANIZATION 5 4 3 2 1 0

-clear objectives

-logical structure

-signposting

MASTERY OF THE SUBJECT 5 4 3 2 1 0

-pertinence

-depth of commentary

-spoken, not read

-able to answer questions

VISUAL AIDS 5 4 3 2 1 0

-transparencies, slides

-handouts

-audio, video, etc.

OVERALL IMPRESSION 5 4 3 2 1 0

-very interesting / very boring

-pleasant / unpleasant to listen to

-very good / poor communication

TOTAL SCORE _______

16

Scoring Rubric for Written Assignments

(Individual Assessment)

Good Luck