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The Legends in Marketing series presents compilations of the seminal works of marketing scholars who have made significant contributions to the discipline of marketing. This review discusses the structure and contents of the volumes that comprise Legends in Marketing: Shelby D. Hunt (Sage, forthcoming).

This article describes several lessons learned during my career. Some describe ways of approaching intellectual issues and others express values and attitudes underlying these approaches. Although the lessons have evolved in a largely academic context, they seem equally appropriate in the world of practice. The personal rules of thumb and ideas inherent in these lessons are typically developed and practiced implicitly. However, readers should find these explicit statements relevant in different ways. Some lessons might be candidates for adoption outright. Others might be constructive points of departure for evolving a related lesson better suited to one's own working style. All lessons, whether or not they are agreeable or appropriate, can serve as thought starters by challenging readers to surface their own implicit career lessons for comparison.

Nobody concerned with political economy can neglect the history of economic doctrines. Structural changes in the economy and society influence economic thinking and, conversely, innovative thought structures and attitudes have almost always forced economic institutions and modes of behaviour to adjust. We learn from the history of economic doctrines how a particular theory emerged and whether, and in which environment, it could take root. We can see how a school evolves out of a common methodological perception and similar techniques of analysis, and how it has to establish itself. The interaction between unresolved problems on the one hand, and the search for better solutions or explanations on the other, leads to a change in paradigma and to the formation of new lines of reasoning. As long as the real world is subject to progress and change scientific search for explanation must out of necessity continue.

This study re-evaluates the criteria in the choice of exchange partners from the buyer’s and seller’s perspective within the context of inclusive tour production and reveals priorities to such criteria among the business actors, providing theoretical frameworks for a wider understanding of the criteria within a tourism context. The study is based on a study of cooperative relationships between European tour operators and Norwegian sub-suppliers. It deploys a qualitative research approach (personal interviews) inspired by grounded theory. The resultant data present critical three consideration embracing (1) market capacity (its ability to acquire customers), (2) purchase price and the attaching conditions and (3) confidence/reliability as criteria of selecting the exchange partners. Lastly nine future agendas are suggested in a bid to theory development.

Seeks to highlight the potential role of consumer values as a guiding force to technology. Posits, in order to assess these values, that considering the field of futures research in consumer behaviour is warranted. Discusses several models of futures research advancing the Delphi technique as a most appropriate methodology for predicting the future behaviour and preferences of consumers. Focuses on the notion that consumers' values can play a more prominent role in guiding the use of technology insofar as it relates to the production of consumable goods and services. Contends that the information revealed and examined here is vital for anyone concerned with an integrated approach to futures research, in particular for those organisations concerned in this market.

Claims that the consumer behaviour field, during the last two decades, has become both multinational and multidisciplinary. States that marketing with its consumer behaviour, has become the most import sub‐field, while significant contributions to its understanding have been made by economists, psychologists, sociologists and political scientists. Attempts to prove that integrating the field into comprehensive models has not been very successful thus far, by using a different track. Organizes into 9 sections and addresses, finally, the further development of consumer theory and research. Posits that the majority of studies on consumer behaviour have approached the subject matter at the individual, rather than the group, level. Summarizes that the ‘gospel’ preached is that of individual, proactive, foresightful choice ‐ which is compatible with rationalistic culture, stressing volition and personal responsibility by broadening the field of consumer behaviour

In itself market research is unremarkable ‐ as were the methods in this particular instance ‐ but the context, i.e. the Birmingham Dental Hospital, was untypical, even by contemporary health standards. Reform of the public sector/NHS and the creation of the “internal market” have created conditions increasingly appropriate to the application of the marketing paradigm. This paper reports one such application and demonstrates the organizational benefits to be derived from marketing research in an unusual health care “provider” setting. Particular benefits included: the ability to conduct informed contract negotiation within the internal market; pursue service design and quality strategies to retain customers and maintain market share; and, the generation of an evidence based agenda to provoke internal change. As such it is an important contribution to understanding the changing nature of NHS culture and thus augments the health, dental and marketing literature(s).