CONTENTS -- EDITORIAL REVIEW BOARD -- GUEST EDITORIAL - Whither research in marketing? -- Where are we and where are we going? The status and future of research in marketing -- Beyond incommensurability? Empirical expansion on diversity in research -- Grounded theory, ethnography and phenomenology A comparative analysis of three qualitative strategies for marketing research -- Qualitative research in marketing Road-map for a wilderness of complexity and unpredictability -- The rise and fall of the Latin Square in marketing: a cautionary tale -- Equivalence of survey data: relevance for international marketing -- The evolution of "classical mythology" within marketing measure development -- Long life to marketing research: a postmodern view -- About the authors -- Call for papers.