Based on Roger Layton's paper on the nature and future of marketing that was published in this year's March issue of AMJ, a panel discussion took place at the 41st Macromarketing Conference at Trinity College in Dublin within the marketing theory track. Besides Roger Layton himself, eight panelists were invited to comment on his article. In this issue of AMJ, these scholars further elaborate on their comments, after their presentation and discussion at the Macromarketing Conference. In this introduction we synthesize the discussion and provide a short overview of the authors’ contributions.
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ShapiroS.J.The case for borrowing rather than becomingAustralas. Mark. J.2016
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ShultzC.J.IIThere is more to marketing: an encore to Layton's ring cycle and the compelling case for marketing systems theory, research and managementAustralas. Mark. J.2016
