We should not be fighting internally over the application of one resource over another. I would like to see the day that even the general label of resource disappears. Resources are just tools applied to a process. Process Western marketing academics and practitioners change process every time they change content. Process can and should be held constant.
Some textbooks change their process up to forty times.
Every time a new area is brought forth, a new process is added. This is unnecessary and counterproductive. All resources apply the same process. This streamlines and combines thinking. The only ones that have the time to learn all the different processes that are available are those marketing professors who have nothing else to do with their time.