This article summarizes my perspective on Roger Layton's contributions to marketing, presented in the form of suggestions to young marketing scholars striving to increase the relevance, rigor and impact of their research. These guidelines include insights regarding: marketing systems and how they hold the key to economic growth (informed by Layton's early definition of the marketing system); the importance of trade flows; capitalizing on the changing geopolitical reality; attaining relevance and rigor in the field; being an early, active adopter of new concepts and methods; and challenging conventional marketing wisdom. The article draws from many seminal publications of Roger's career to illustrate these concepts, and concludes by explaining how these contributions impact the past, present and future of marketing and society.
LaytonR.A.A stochastic model of radio listeningJournal of Marketing Research4August1967303–308
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LaytonR.A.Controlling risk and return in the management of a sales teamJournal of Marketing Research531968277–282
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LaytonR.A.Unreliable data and marketing analysesFiskG.Essays in Marketing Theory1970Allyn and BaconNew York
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LaytonR.A.Choice, Preference and Values; Conjoint Measurement in Transportation Marketing Research1978National Convention, Market Research Society of AustraliaBrisbane
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LaytonR.A.Marketing as a Strategic Option in Public Transport Management. Transporting People1978University of New South WalesSydney
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LaytonR.A.Possible futures for AustraliaAustralian Bulletin of Labour521979
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LaytonR.A.Trade flows in macromarketing systems, Part 1: A macro model of trade flowsJournal of Macromarketing11198135–48
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LaytonR.A.Trade flows in macromarketing systems, Part 2: Transforming input output tables into trade flow tablesJournal of Macromarketing12198148–55
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LaytonR.A.Trade flows in Australia, 1974–75: an assessment of structural changeJournal of Macromarketing511985
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LaytonR.A., 1986. The role of the traditional and modern sectors in regional industrial development. In: KumcuE., Fuat FiratA., MehmetKarafakioglu, MuhittinKarablut, MehmetOluc. (Eds.), The Role of Marketing in Development Global Consumer and Managerial Issues, Ball State University Press, Indiana.
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LaytonR.A., 1987. Marketing System in Third World Regional Economic Development: Simulation Approach. In: BahnK.D., JosephS.M. (eds.), World Marketing Congress, International Conference Series, Vol. III. Virginia Polytechnic Institute, Academy of Marketing Science.
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LaytonR.A., 1988. Industrial development and traditional distribution: are they compatible?” In: KumcuE., FiratA.F. (eds.), Marketing and Development: Toward Broader Dimensions, JAI Press, Greenwich, Conn., Suppl. 4, pp. 173–198.
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LaytonR.A.Command Economies in Transition: Some Issues for Macromarketing1991Macromarketing SeminarVancouver
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LaytonR.A., 1991. Joint Ventures in the USSR. College on Hospitality, Restaurant and Institutional Education, Houston.
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LaytonR.A., 1997. Marketing after China. Sixth International Conference on Marketing and Development, Mangalia.
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LaytonR.A.Marketing systems – a core macromarketing conceptJournal of Macromarketing2732007227–242
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LaytonR.A., 2008. On economic growth, marketing systems and the quality of life macromarketing – systems, causes and consequences. In: Proceedings of the Annula Meeting of the Macromarketing Society Clemson University.
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LaytonR.A.Marketing: is management all that there is?Journal of Historical Research in Marketing322011194–213
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LaytonR.A., GrossbartS., 1973. Problems and challenges in market performance measurement public policy and marketing practices. In: AllvineF.C. (Ed.), Public Policy and Marketing Practices, American Marketing Association, Chicago.
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LaytonR.A.GrossbartS.Macromarketing: past, present and possible futuresJournal of Macromarketing2622006193–213
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LaytonR.A.HolmesG.Consumerism – a passing malaise or a continuing expression of social concernAustralian Quarterly46219746–25
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LaytonR.A.LeLievreK.Readings in Marketing: Systems Perspective1978McGraw-HillSydney
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MahajanV.BangaK.The 86% Solution2006PearsonUpper Saddle River, NJ
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PrahaladC.K.The Fortune at the Bottom of the Pyramid2005PearsonUpper Saddle River, NJ
