TY  - JOUR
AB  - Purpose This paper reviews the contributions of Harry Tosdal, a pioneer of sales and marketing management. It serves to puncture a variety of marketing myths and illuminate a completely neglected concept of the consumer.Design/methodology/approach This account is based on a close reading of Tosdal’s publications.Findings Tosdal articulated a highly nuanced interpretation of marketing management, market research and sales force management. Each of these elements was keyed into fostering goodwill between firm and customer. Perhaps most importantly, he provides a counterpoint to the idea that the consumer is sovereign in the marketplace. Instead, he makes a case that the ontology of the market is riven by compromise.Originality/value This paper highlights the concept of the compromising consumer. Arguably, this is a much more empirically realistic conception of the agency we possess in the marketplace than the idea that we move markets in ways absolutely consistent with our desires.
VL  - 8
IS  - 2
SN  - 1755-750X
DO  - 10.1108/JHRM-03-2016-0003
UR  - https://doi.org/10.1108/JHRM-03-2016-0003
AU  - Tadajewski Mark
PY  - 2016
Y1  - 2016/01/01
TI  - The alternative “Marketing Revolution”: Infra-power, the compromising consumer and goodwill creation
T2  - Journal of Historical Research in Marketing
PB  - Emerald Group Publishing Limited
SP  - 308
EP  - 334
Y2  - 2024/04/19
ER  -