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1 – 10 of over 24000
Article
Publication date: 12 October 2020

Nikhilesh Dholakia, Aras Ozgun and Deniz Atik

This paper aims to uncover links, overlaps and influence flows across two seemingly unrelated historical processes – the broadening of the marketing concept and the rapid…

Abstract

Purpose

This paper aims to uncover links, overlaps and influence flows across two seemingly unrelated historical processes – the broadening of the marketing concept and the rapid rise of neoliberal ideology, and associated economic and social policies.

Design/methodology/approach

Historical examination of the pivotal points in marketing thought, especially since 1960s and 1970s, is juxtaposed with the historical rise of neoliberalism to uncover linkages between marketing and neoliberalism, with a particular reference to Foucault’s analysis of the neoliberal transgression of classical liberalism.

Findings

While noble intentions were behind the broadening of the concept of marketing, the implicit assumptions reinforced neoliberal ideology and policies that led to rapid rise in inequality and to disastrous financial and economic crises.

Research limitations/implications

This study, relying on extensive interdisciplinary theorizing, could benefit from empirical and practical extensions.

Practical implications

Globally pervasive marketing practices – based on the broadening of the marketing concept – have become imbricated in contemporary spiraling crises. To escape such spirals, radical rethinking of marketing theories and practices is required.

Social implications

To reorient away from serving only the interests of centralized capital and to serve the needs of people the world over, marketing thought and practice need to reorient to innovative ideas that transcend the broadened and generic marketing concepts.

Originality/value

The paper develops the linkages between marketing theory and practices since the late 1960s and the neoliberal ideology politics and policies, with roots in the 1920s, that rose to prominence in the 1970s. A key contribution is an exploration of, in a marketing context, Foucault’s analysis of the neoliberal eclipsing of classical liberalism.

Details

European Journal of Marketing, vol. 55 no. 3
Type: Research Article
ISSN: 0309-0566

Keywords

Content available
1986

Abstract

Details

Journal of Social Marketing, vol. 3 no. 3
Type: Research Article
ISSN: 2042-6763

Article
Publication date: 1 February 1977

Jack G. Kaikati and Warren B. Nation

The proliferation of various interpretations of the marketing concept suggests a lack of unanimity as to its meaning. This article outlines five definitional “schools” of

1019

Abstract

The proliferation of various interpretations of the marketing concept suggests a lack of unanimity as to its meaning. This article outlines five definitional “schools” of the marketing concept.

Details

Management Decision, vol. 15 no. 2
Type: Research Article
ISSN: 0025-1747

Book part
Publication date: 13 July 2011

Philip Kotler

The author describes how he entered the marketing field and describes his contributions in four sections: articles written, books published, students nurtured, and…

Abstract

The author describes how he entered the marketing field and describes his contributions in four sections: articles written, books published, students nurtured, and executives consulted and trained. He describes his contributions to the marketing field in nine areas: marketing theory and orientations, improving the role and practice of marketing, analytical marketing, the social and ethical side of marketing, globalization and international marketing competition, marketing in the new economy, creating and managing the product mix, strategic marketing, and broadening the concept and application of marketing.

Details

Review of Marketing Research: Special Issue – Marketing Legends
Type: Book
ISBN: 978-0-85724-897-8

Article
Publication date: 13 March 2007

Maureen A. Bourassa, Peggy H. Cunningham and Jay M. Handelman

Philip Kotler is one of the pioneers who has contributed to the broadening of academic inquiry in the field of marketing. He has had a significant role in shaping how…

8787

Abstract

Purpose

Philip Kotler is one of the pioneers who has contributed to the broadening of academic inquiry in the field of marketing. He has had a significant role in shaping how marketing is taught to and practised by students and managers of marketing. By examining the personal and macroenvironmental influences that have come to shape his work, this paper seeks to explore how Philip Kotler has achieved such influence in the field of marketing.

Design/methodology/approach

The research was driven by a desire to understand the context in which Kotler developed his work, including the personal influences on his life as well as the macroenvironmental forces within which his work has emerged. To this end, the reseaerch employed qualitative techniques to analyze a number of data sources including depth interviews with Philip Kotler and nine of his colleagues, participant observation at Kotler's 75th birthday celebration hosted by the Kellogg School, a review of marketing textbooks, and a review of relevant literature.

Findings

The research reveals the keys to Philip Kotler's success are his ability to learn from the people around him and the events of the times, and his ability to integrate this knowledge into succinct, well‐communicated, timely lessons for others to follow. Kotler's work emerged within a period of time that has witnessed a thrust towards marketing as a science and the rise of the managerial school of thought. Given this context, the significance of Kotler's work is that it has contributed to the legitimacy of the field of marketing as both a rigorous academic discipline and a managerial domain of strategic importance within organizations.

Practical implications

Gaining an understanding of Philip Kotler and his work contributes to our understanding of how the marketing field has been shaped, including the kinds of academic inquiry marketers deem legitimate and the nature of how we teach students to practice marketing management.

Originality/value

Little attention has been paid to the factors that have influenced the work of Philip Kotler and how he has, in turn, come to shape the field of marketing. This research allows the reader to see the man behind the work and the influences on his thinking.

Details

European Business Review, vol. 19 no. 2
Type: Research Article
ISSN: 0955-534X

Keywords

Article
Publication date: 14 November 2008

Anselmo Ferreira Vasconcelos

Based on the reasoning that work means more than just material rewards, the purpose of this paper is to propose the broadening of internal marketing concept (IMC) role…

4998

Abstract

Purpose

Based on the reasoning that work means more than just material rewards, the purpose of this paper is to propose the broadening of internal marketing concept (IMC) role through incorporation of happiness in the workplace (HWP) construct.

Design/methodology/approach

A conceptual approach is outlined.

Findings

This paper provides a theoretical foundation and conceptual framework – based on internal marketing (IM) variables – explaining how goals related to HWP could be achieved.

Practical implications

Given that happiness in life is a goal that everyone pursues, and HWP is one of its dimensions, it is suggested that firms could employ it as a strategy to maintain and motivate their best assets (i.e. their employees). It also suggests that work is far beyond a simple exchange process between employers and employees. Thus, given the nature and meaning of work for human beings, it should be treated as a channel whereby people could improve their self‐esteem and could fulfill themselves through their tasks on the job and feel happy.

Originality/value

Regarding IMC managerial approach and features, it is sustained that it could more aptly address the issue of HWP. To some degree, the desire of HWP brings about the need of changing the current management mindset that puts people on a secondary role.

Details

European Journal of Marketing, vol. 42 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

Open Access
Article
Publication date: 25 July 2022

Andrea Lucarelli

This study aims to outline an axiology of inclusivity, which can facilitate self-reflection on the possible impact of acting and pursuing a more inclusive branding and…

Abstract

Purpose

This study aims to outline an axiology of inclusivity, which can facilitate self-reflection on the possible impact of acting and pursuing a more inclusive branding and marketing for places.

Design/methodology/approach

By deconstructing the main assumption, which constitutes the new inclusive paradigm in the marketing and branding of places as more participatory, responsible and democratic, this article tackles critical and pragmatist concerns about the political dimension and its implications for branding and marketing theories and practices in the realm of places.

Findings

The article argues that, to be understood and enacted as inclusive, branding and marketing should be seen and act as (bio)political arts of government, characterized by the impolitical as an alternative form of political praxis, whose axiological foundation is based on a particular form of civism, which offers a different mode and stance of approaching political effects and impacts for all stakeholders involved.

Originality/value

Little has been written about the political value, substance and appearance that indicate inclusivity as a fundamental notion for participation, engagement and democracy. This article contributes to the existing literature, arguing that inclusivity should be demystified, as it may present a self-fulfilling discourse that might create political problems.

Details

Qualitative Market Research: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 1 March 1976

Ray O'Leary and Ian Iredale

Suggests that marketing should not remain stagnant, basing its interest in business/customer relationships alone. Speculates about the future of the marketing concept and…

1966

Abstract

Suggests that marketing should not remain stagnant, basing its interest in business/customer relationships alone. Speculates about the future of the marketing concept and demonstrates the applicability of a broadened marketing concept to all functional areas of business, other types of organization and a wide diversity of objects of change. Proposes that, for marketing to remain relevant, the concept of marketing provided will allow organizations to achieve their targets if it is followed.

Details

European Journal of Marketing, vol. 10 no. 3
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 June 1978

Johan Arndt

Marketing should be developed into a behavioural science concerned with the social instruments through which members of society receive their standard of living.

Abstract

Marketing should be developed into a behavioural science concerned with the social instruments through which members of society receive their standard of living.

Details

Management Decision, vol. 16 no. 6
Type: Research Article
ISSN: 0025-1747

Article
Publication date: 1 February 1995

Stephen Brown

Many commentators are contending that modern marketing is in thethroes of a “mid‐life crisis”. Although it is appropriatethat marketing should be facing such a crisis…

3493

Abstract

Many commentators are contending that modern marketing is in the throes of a “mid‐life crisis”. Although it is appropriate that marketing should be facing such a crisis exactly 40 years after Drucker′s (1954) celebrated statement that “marketing is the distinguishing, the unique function of business”, it is arguable that these declarations of crisis are both premature and unduly pessimistic. Adopts a broader, more historically informed approach to modern marketing, arguing that “crises” in marketing are not new, they are not insurmountable and that they are not necessarily unhealthy. Quite the reverse. Offers an analysis of marketing′s current crisis of representation; outlines ten key points concerning marketing′s past, present and future; and concludes with a simple model of marketing′s 40 year development cycle.

Details

Marketing Intelligence & Planning, vol. 13 no. 1
Type: Research Article
ISSN: 0263-4503

Keywords

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