Invited Comment on the Market Segmentation Content of 'A Critical Review of Research in Marketing'

Article Abstract:

The three areas of marketing research given in the paper are not critically reviewed as the title suggests, and unnecessarily cover economic theory. The review is biased, negative and confusing and covers the following: I Can't Do It, So It Does Not Exist; I Can't See Atoms. Professors Are Made Of Atoms. Therefore I Can't See Professors and Wow, Life's Really Complicated!.

Beliefs, opinions and attitudes, Saunders, John

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A Critical Review of Research in Marketing

Article Abstract:

Market structure and segmentation, market networks and interfirm relationships and market orientation and the implementation of the marketing concept are considered from a historical viewpoint. Strategic management is reviewed in terms of the United States/European divide, the model of complex dynamic phenomena and the future of marketing research.

Methods

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In search of the lemmus lemmus: an investigation into convergent competition

Article Abstract:

Research is presented describing the periodical rise of lemming-like behaviour within the business community due to the adoption of strategies which fail to achieve high results.

Research, Human resource management, Management research, Organizational behavior

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