Place, space, and <i>Marketing Theory</i>

In this commentary, we discuss the concepts of place and space, and the development of a ‘spatial sensibility’ in the marketing discipline. Reviewing the way(s) in which place and space have been used in marketing (particularly in Marketing Theory ), we identify two interrelated approaches: as (1) subject/object of research and as (2) context for research, and go on to discuss the main advancements in the field, key scholars to consider, and conclude by articulating a future research agenda—topics and questions requiring further understanding and development.