SUMMARYAn historical review of research in three major sub‐fields within marketing: market structure and segmentation, market networks and interfirm relationships, and market orientation and the implementation of the marketing concept, suggests that there remain a number of key issues in terms of significance and interpretation. It is noteworthy that these issues, which have important strategic and managerial implications have not, in general, been reflected in the content of key marketing textbooks. A number of more general issues can be derived which are relevant not only to future research in the marketing arena but also the wider context of strategy researc