TOC: AMS Rev
Introduction
AMS Review, 6(3/4)
Theory/Conceptual
Marketing’s forthcoming Age of imagination
Gerald Zaltman
Commentary
What makes a good theory practical?
Bobby J. Calder & Alice M. Tybout
Commentary
Reflections on marketing and imagination
William L. Wilkie
Commentary
From fragmentation to imagination: moving to Marketing’s next Era
Robin A. Coulter
Theory/Conceptual
Consumer cooperatives: uncovering the value potential of customer ownership
Antti Talonen, Iiro Jussila, Hannu Saarijärvi & Timo Rintamäki
Theory/Conceptual
Leveraged marketing communications: a framework for explaining the effects of secondary brand associations
Lars Bergkvist & Charles R. Taylor
Theory/Conceptual
Developing a conceptual model of small independent retailers in developing economies: the roles of embeddedness and subsistence markets
Dev Narayan Sarkar, Kaushik Kundu & Himadri Roy Chaudhuri