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Baines, Fill, & Rosengren: Marketing 4e

Chapter 1: Research insights (seminal paper links)

  • Research Insight 1.1

    Borden, N. H. (1964), ‘The concept of the marketing mix’, Journal of Advertising Research, 4, 2–7.

  • Research Insight 1.2

    Bagozzi, R. P. (1975), ‘Marketing as exchange’, Journal of Marketing, 39 (October), 32–9.

  • Research Insight 1.3

    Vargo, S.L. and Lusch, R.F. (2008), ‘Service-dominant logic: continuing the evolution’, Journal of the Academy of Marketing Science, 36, 1–10.

  • Research Insight 1.4

    Wilkie, W. L. and Moore, E. S. (2011), ‘Expanding our understanding of marketing in society’, Journal of the Academy of Marketing Science, 40, 53–73.