Editorial: paradigmatic and geographic diversity in marketing theory and practice

Mark Tadajewski, Paul Hewer

Research output: Contribution to journalEditorialpeer-review

2 Citations (Scopus)


In this issue we are fortunate to present a variety of studies that reflect some of the
most interesting and innovative writing today. Our first contribution comes from a
seminal thinker on marketing theory and consumer practice. Sidney Levy has been
at the intellectual forefront of marketing and consumer research since the mid-
1940s, rising to prominence courtesy of a series of major publications in influential
outlets that continue all the way to the present day (e.g. Levy & Kellstadt, in press).
Levy is viewed by many within consumer research as one of the founding fathers
of qualitative, consumer culture studies (Arnould & Thompson, 2005). Cementing
this status, his name is now attached to an award that aims to promote advances in
interpretive and consumer culture research (see: http://www.levyaward.org/).
Original languageEnglish
Pages (from-to)1-7
Number of pages7
JournalJournal of Marketing Management
Issue number1&2
Publication statusAccepted/In press - 2012


  • marketing theory
  • marketing management

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