Paving the way for "distinguished marketing"

Peter Leeflang

Research output: Contribution to journalArticlepeer-review


Over the last six decades, marketing concepts, tools, and knowledge have gone through tremendous developments. A general trend toward formalization has affected orientation and decision making and has clarified the relationship between marketing efforts and performance measures. This evolution has received strong support from concurrent revolutions in data collection and research techniques. This article outlines the formalization of the marketing discipline and proposes steps that will pave the way for future developments in marketing, toward what I call “distinguished marketing”.
Original languageEnglish
Pages (from-to)76-88
Number of pages13
JournalInternational Journal of Research in Marketing
Issue number2
Publication statusPublished - Jun 2011


  • marketing discipline
  • marketing organization
  • market orientation
  • knowledge generation
  • marketing science


Dive into the research topics of 'Paving the way for "distinguished marketing"'. Together they form a unique fingerprint.

Cite this