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• 1994Has today's dominant marketing mix paradigm become a strait-jacket? A relationship building and management approach may be the answer. FromMix to Relationship Towards a Paradigm Shift in Marketing167 cited
• 2004The Impact of Advancing Technology on Marketing and Academic Research98 cited
• 1998Relationship marketing in three dimensions81 cited
• 2022Why is the traditional marketing mix dead? Towards the “experiential marketing mix” (7E), a strategic framework for business experience design in the phygital age62 cited
• 2009IMC: Has anything really changed? A new perspective on an old definition61 cited
• 2005Customer relationship management: the case of a European bank61 cited
• 2009The Supporting Function of Marketing in Corporate Social Responsibility56 cited
• 2003Holistic and cross‐disciplinary deficiencies in the theory generation of supply chain management52 cited
• 2002Supply chain management: the re‐integration of marketing issues in logistics theory and practice50 cited
• 1998Vanishing Point: The Mix Management Paradigm Re-Viewed46 cited
• 1973The Marketing Mix: A Canadian Perspective40 cited
• 2009Retail internationalisation in practice: per una in the UK and Taiwan40 cited
• 1998The Rise and Fall of Modern Marketing — and its Rebirth38 cited