TOC: Mar Theory


Marketing Theory, 16(4)

Reflections on jazz training and marketing education
Morris B. Holbrook

How users shape markets
Debbie Harrison, Hans Kjellberg

Antecedents to value diminution
Mario Vafeas, Tim Hughes, Toni Hilton

The tangled web we weave
Veronica L. Thomas, Jennifer Wiggins Johnson, Robert D. Jewell

Value co-destruction in interfirm relationships
Daniel D. Prior, Javier Marcos-Cuevas


Incorporating exchange governance in service-dominant logic
Daniel D. Prior

New paths in researching “alternative” consumption and well-being in marketing
Wided Batat