Roger Layton's Contributions to Marketing

Abstract

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.