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Special Issue on The Separate Worlds of Business and Consumer Marketing (Deadline for submissions 31 January 2012)

GUEST EDITORS:
Dr. Andrew Pressey, Senior Lecturer, Lancaster University Management School and Dr. Nick Ellis, Reader, Durham University.

We may all recall a time in our academic careers when, either through necessity or choice (and possibly even with some unease), we labelled ourselves ‘business’ or ‘consumer’ marketers. As scholars we craft identities and labels that we perceive communicate our identities to the broader academic community, while simultaneously binding us to our own disciplinary ‘tribe’. Thus we have endeavoured, either accidentally or purposefully, to delineate a B2B-B2C ‘divide’ within marketing scholarship. This bifurcation initially appeared well-founded: both sub-disciplines can point to early advocates for ‘special treatment’ (Lewis, 1935; Tucker, 1957), while some contemporary accounts hold that the two areas are still primarily different with clear lines of demarcation and points of divergence (Lichtenthal & Mummalaneni, 2009), or even that one area should take precedent over, or supersede, the other (Lichtenthal et al., 2006).