Marketing Theory

Marketing is an important area of management activity in any organisation. It generates trade and involves analysing, planning, managing and controlling activities concerned with creating and maintaining high levels of customer service and satisfaction.

​​This volume includes the full proceedings from the 2004 Academy of Marketing Science (AMS) Annual Conference held in Vancouver, Canada, entitled Assessing the Different Roles of Marketing Theory and Practice in the Jaws of Economic Uncertainty. It include papers aimed to create awareness of the issues, trends, and advances associated with current marketing theories and practices.

As a relatively young, applied discipline, one major challenge for marketing has been to build its own distinct body of theory. One problem for teachers of the subject is that many students find books on marketing theory dense and difficult to follow.