Marketing Papers

Document Type

Journal Article

Date of this Version

May 1998


This paper is an edited version of the College of Business Studies Silver Jubilee Commemoration lecture, given as part of celebrations recognizing 25 years of teaching and research in the Faculty of Business Studies, now the College of Business, at Massey University.


Postprint version. Published in Marketing Bulletin, Volume 9, Issue 1, May 1998, pages 1-15.
Publisher URL:

The author asserts his right to include this material in ScholarlyCommons@Penn.


marketing, management science



Date Posted: 15 June 2007

This document has been peer reviewed.