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Editorial: paradigmatic and geographic diversity in marketing theory and practice

Tadajewski, Mark and Hewer, Paul (2012) Editorial: paradigmatic and geographic diversity in marketing theory and practice. Journal of Marketing Management, 28 (1&2). pp. 1-7. ISSN 0267-257X (In Press)

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Abstract

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/).