Brand orientation: Another explanation of retailer performance

Kerrie Bridson, Felix T Mavondo

Research output: Chapter in Book/Report/Conference proceedingConference PaperResearchpeer-review

Original languageEnglish
Title of host publicationBridging Marketing Theory and Practice Conference Proceedings
EditorsSylvie Chetty, Brett Collins
Place of PublicationAuckland NZ
PublisherAustralian and New Zealand Marketing Academy
Pages1 - 1
Number of pages1
ISBN (Print)0-473-08206-3
Publication statusPublished - 2001
EventAustralian and New Zealand Marketing Academy Conference (ANZMAC 2001): Bridging Marketing Theory and Practice - Massey University, Auckland, New Zealand
Duration: 1 Dec 20015 Dec 2001
Conference number: 6th


ConferenceAustralian and New Zealand Marketing Academy Conference (ANZMAC 2001)
Abbreviated titleANZMAC 2001
CountryNew Zealand
OtherThe theme of this year’s conference is Bridging Marketing Theory and Practice. This has always been a challenge for marketing academics and even more so in the post September 11 era. The world has changed irrevocably and marketing as a discipline is being challenged to respond appropriately. Professor Roger Layton, our keynote speaker, feels that marketing as a social and management discipline needs substantial rethinking if it is to be truly relevant to managers and policy makers in the emerging world context. So a creative bridging of marketing theory and practice could be the key to marketing’s relevance to the new worldview.

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