Discusses issues concerning the relationship between codified marketing theory and
practical strategic marketing expertise, particularly with respect to the importance of “tacit” or …

This paper seeks to present a general case for the use of a broadly social constructionist
metatheoretical perspective for qualitative research in marketing. The discussion makes …

The account planning “philosophy” of creative advertising development has been hyped on
both sides of the Atlantic for more than 30 years yet there is still little agreement on what …

… how advertising works (Hackley, 1988c), … Hackley and Kitchen, 1988; Hackley, 1998d)
and attempts to examine the phenomenology of the contemporary consumer experience (Hackley …

This paper seeks to describe the outcome of an intellectual journey from cognitivism to
mutualism in advertising research. It frames this journey with a metaphor from Greek mythology …

This speculative paper attempts to critically examine the theoretical coherence of managerialist
marketing management education from a management learning perspective. The …

This paper attempts to take a broadly social constructionist perspective in analyzing a personal
case history of market entrepreneurship in the UK. The aim of the paper is to offer a novel …

This thesis explores the creative development of advertising through a discourse analytic
method. The'creative development of advertising'refers here to the intra-agency process of …

Product placement is a form of marketing promotion which is attracting increasing attention
from practitioners and academic researchers. To date, most management research in the …

Traditionally, brand marketers have assumed that advertisements are distinct stimuli that,
when successful, lead to a consumer purchase response. This assumption ignores how …