Ascending separate stairways to marketing heaven (or careful with that axiom, Eugene!)

Richard Mayer (Senior Lecturer in Marketing, Derbyshire Business School, University of Derby, Derby, UK)
Kate Job (Research Student, Derbyshire Business School, University of Derby, Derby, UK)
Nick Ellis (Lecturer in Marketing, Derbyshire Business School, University of Derby, Derby, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 1 December 2000

Abstract

The last decade has seen much soul‐searching within the Marketing Academy as it struggles to address what Brown has described as the discipline’s “mid‐life crisis”. Magee terms this tendency “metanoia” and observes that no less a work than “Dante’s Inferno begins with lines that refer to it”. He notes how people reaching this point often “turn in on themselves, and perhaps turn towards religion”. It is with this “metanoid” perspective on marketing theory that the authors of this piece present two possible paths to epistemological paradise; one route representing an inward re‐evaluation and the other more of an outward exploration. Two of the authors combine to take an axiomatic approach to rediscovering the celestial citadel, whereas the third has forsaken the fundamentalist fortress. In his, the second, sermon Brother Nick implores you to reject the foregoing calls to get back to basics, and instead, to embrace a more contemporary, critical orientation to “dat ole time marketing religion”.

Keywords

Citation

Mayer, R., Job, K. and Ellis, N. (2000), "Ascending separate stairways to marketing heaven (or careful with that axiom, Eugene!)", Marketing Intelligence & Planning, Vol. 18 No. 6/7, pp. 388-399. https://doi.org/10.1108/02634500010348987

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Publisher

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MCB UP Ltd

Copyright © 2000, MCB UP Limited

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