Volume 21 Number 1 

Safary Wa-Mbaleka


Living Alone: The Experiences of Married Single Students in Higher Education
Phanuel Manizabayo & Prema Gaikwad
Prismatic View of Gender Power Relations at the Intersection in Linda Ty-Casper’s Ten Thousand Seeds
Rosemarie Cerbito-Abocot 

Climate Change Advocacy through the Arts: The IMCC Kapagintaw Ethno-Rock 
Reynaldo Openiano Mancia & Helen Sumagang Tejero

Cheating During Examination: Inference on human Capital Quality 
Apolonio I. Machica, Jr., Ma. Rosario P. Abud,  Agnesia A. Machica, & Eliza C. Cabugawan

Acculturation of Children as Experienced by Foreign Mothers Studying in the Philippines 
Janet N. Odhiambo, Flor Marticio, & Eunice Aclan

Emergent Themes in Marketing Theory and Practice Literature from 1957 to 2015: A Systematic Review 
Innocent Sigauke & Kenneth Swansi

The Axiological Relevance of the Tumba-tumba Festival in Paoay, Ilocos Norte, Philippines 
Caesar Ziggy Q. Perlas

Wish to WISHCRAFT: A Peek into an Environmentally Friendly School 
Prema Gaikwad & Blessing Obaya

Empowering Persons with Disabilities Through Training and Employment: A Case Study 
Donie Ver Medalla & Bella Marie Medalla

The Sustainability of the Social Responsibility of Canaan Farmers’ Schools:  A Comparative Case Study of South Korea and the Philippines 
Daren Ngadima & Christel Arnaud Ngadima

Big Data, Education, and Social Responsibility 
Yaroslav Ovdiyenko

Fisher-Buyer Trade Relations: An Oppressive Reality 
Max Teody T. Quimilat


International Forum 
Vol. 21, No. 1
June 2018
Print ISSN : 0119-2000
Online ISSN : 2350-7497

Emergent Themes in Marketing Theory and  Practice Literature from 1957 to 2015:  A Systematic Review

Abstract. There are concerns that marketing theory is not reflecting marketing practice. In addition, it seems that though marketing graduates may be confident with their marketing theory foundations, they are not as confident about marketing practice imperatives. Such a gap obviously presents challenges for both marketing academics and practitioners alike. Therefore, this study investigates and collates extant studies on marketing theory and practice for underlying themes that can explain this gap. A systematic literature review was conducted. Articles from journals were located from electronic databases and analyzed using thematic analysis. Five major themes and related subthemes were exposed. Consequently 5 major research questions for future research were proposed. The study contributes to theory construction, marketing management decision making, as well as marketing training and teaching.


Keywords: Marketing theory; marketing practice; marketing implementation; literature review; systematic literature review, marketing education, marketing training 



Innocent Sigauke, PhD Candidate
Adventist International Institute of Advanced Studies
Silang, Cavite


Kenneth Swansi, PhD
Chair, Business Department
Adventist International Institute of Advanced Studies


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