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Article
Publication date: 14 November 2016

Philip J. Kitchen and Jagdish N. Sheth

The purpose of this paper is to consider the development and application of marketing theory and practice over time and its current status. The terms “brickbats” and “bouquets”…

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Abstract

Purpose

The purpose of this paper is to consider the development and application of marketing theory and practice over time and its current status. The terms “brickbats” and “bouquets” are used as metaphors to extend praise or criticism for marketing. In doing so, the authors draw upon the views of leading theorists over time and apply these in the current environmental context.

Design/methodology/approach

The approach adopted is discursive, critical and conceptual.

Findings

Following literature review, and drawing upon current examples, marketing as a discipline is subject to both kudos and criticisms. Nonetheless, it is concluded optimistically in that marketing can be an even greater source for societal good. That “goodness” is partly based upon the added impetus of social media adoption and use by consumers, the need for growth and accelerative innovation in the digital age coupled with the democratisation of consumption. Nonetheless, the authors offer the caveat that free competitive markets lead to market failures, and the need for market regulation by governments is becoming more evident.

Research limitations/implications

The implications of the paper are profound. Academics should be concerned in and involved with marketing theory. Questions need to be raised concerning non-robust definitions of marketing and its application. The authors wait for a consumer-led approach to marketing to add depth to the marketing theory.

Practical implications

Marketers need to be made more accountable for their actions. Consumers need to become part of the marketing process. Marketing claims need to be verified by delivered benefits. Companies need to take steps to ensure that the marketing process does not end at purchase. Satisfaction needs to be made manifest. Likewise, dissatisfactions need to be managed well as part of the marketing process.

Social implications

Too much marketing currently is relatively unregulated in the sense that there are so few opportunities to evade its myriad reach and – despite social media – little chance of changing marketing practice for the good of societies. Many criticisms of marketing practice are not being addressed in the literature.

Originality/value

Marketing is a vibrant force in all nations and markets. It is deeply rooted in business practice. It is contemporaneous and relevant. It is global and national. But, it is not entirely all good news. There are caveats and criticisms as well as kudos and praise. While both are addressed here, the topic needs to be considered for marketing and its accompanying theory and practice to change.

Details

European Journal of Marketing, vol. 50 no. 11
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 29 May 2019

Eric H. Shaw

The purpose of this paper is to describe the author’s serendipitous career and provide some lessons that might be of value to those pursuing the academic mission: teaching…

Abstract

Purpose

The purpose of this paper is to describe the author’s serendipitous career and provide some lessons that might be of value to those pursuing the academic mission: teaching, research and service.

Design/methodology/approach

The method involves primary sources; mainly the author’s CV to jog recall of events and dates, some of his articles and the teachings and writings of many others that influenced or inspired various aspects of the author’s career.

Findings

The author’s experiences affirm that to achieve any degree of success in the professoriate, in addition to having some talent it is also helpful to be lucky. There is a lot to navigate at a university. Opportunities exist at every turn, some noticed some missed. When recognized, be prepared. Being a professor is not what you do, it is who you are. Preparation for an academic career involves becoming a self-improvement project (essentially, a life-long student learning lessons). It requires developing expertise (preferably excellence) in some field of study, as well as resourcefulness, resilience and perseverance.

Originality/value

Each individual’s story is unique. The author’s path seems to have included more twists and turns than most. Consequently, he tried to highlight the experiences with lessons learned in most sections, some obvious some less so, which he expects (at least hopes) will prove valuable to future educators.

Details

Journal of Historical Research in Marketing, vol. 11 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 13 April 2010

D.G. Brian Jones, Peggy Cunningham, Paula McLean and Stanley Shapiro

The purpose of this paper is to present a biographical sketch of David D. Monieson whose academic career in marketing included time spent at the Wharton School of Business at the…

Abstract

Purpose

The purpose of this paper is to present a biographical sketch of David D. Monieson whose academic career in marketing included time spent at the Wharton School of Business at the University of Pennsylvania, the University of Toronto, and over 30 years at Queen's University. It is focussed on Monieson's contributions to the history and philosophy of marketing thought, especially with respect to what Monieson called “usable knowledge” in marketing.

Design/methodology/approach

This paper uses a traditional historical narrative based on extensive personal interviews with Monieson and with some of his students and colleagues as well as archival research including personal correspondence, course notes, research notes, and other unpublished documents.

Findings

Monieson made important contributions to the thinking about history and philosophy of marketing thought. Some of his ideas, such as the intellectualization and re‐enchantment of marketing, have found a following among marketing academics; others, such as complexity, have not.

Originality/value

There is no published biographical study of Monieson and no detailed analysis of his contributions to marketing thought. This biographical sketch provides insights into several significant marketing ideas and tells the life story of an important marketing scholar.

Details

Journal of Historical Research in Marketing, vol. 2 no. 2
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 26 April 2013

Stanley J. Shapiro

This paper was written to put “on record” what, in retrospect, appear to the author to be the most significant aspects of his academic career, one that spans more than half a…

Abstract

Purpose

This paper was written to put “on record” what, in retrospect, appear to the author to be the most significant aspects of his academic career, one that spans more than half a century.

Design/methodology/approach

The author begins by discussing his Wharton School experience (1957‐1964) and then traces how his activities and experiences at that time laid the groundwork for a number of career long themes (academic administration, pedagogy, and quasi‐governmental consulting) and academic interests (macromarketing, marketing history).

Findings

The author's Wharton School experiences and, more specifically, his contacts with Wroe Alderson and David D. Monieson did indeed shape his subsequent career.

Originality/value

This paper calls attention to certain events and research efforts that might otherwise be forgotten. It also serves as an example of one approach others might follow in preparing their own career retrospectives.

Details

Journal of Historical Research in Marketing, vol. 5 no. 2
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 10 July 2009

Mark Tadajewski

This paper aims to be a reflection on the production of The History of Marketing Thought.

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Abstract

Purpose

This paper aims to be a reflection on the production of The History of Marketing Thought.

Design/methodology/approach

Historical review.

Findings

Marketing has been largely ahistorical. Hopefully with the production of this collection, it will become less so as students and scholars alike engage with the history of marketing thought.

Research limitations/implications

Some possible limitations of the collection are outlined.

Practical implications

The major work articulates the value of historical research for marketing and management practice.

Originality/value

This paper reflects a personal perspective on the production of a collection of scholarly articles.

Details

Journal of Historical Research in Marketing, vol. 1 no. 2
Type: Research Article
ISSN: 1755-750X

Keywords

Content available
Article
Publication date: 15 May 2017

Mark Tadajewski and D.G. Brian Jones

This paper aims to introduce a special issue of the Journal of Historical Research in Marketing which includes autobiographical sketches by leading scholars in the history of…

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Abstract

Purpose

This paper aims to introduce a special issue of the Journal of Historical Research in Marketing which includes autobiographical sketches by leading scholars in the history of marketing and consumer research.

Design/methodology/approach

A brief review of the (auto)biographical tradition in marketing scholarship leads to a commentary on the four accounts in this issue.

Findings

Highlights of the four portraits are presented and insights into their authors’ lives and careers are offered.

Originality/value

The authors hope this introductory article whets readers’ appetites to learn more about the four contributors whose careers and personal lives are explicated for their consumption.

Details

Journal of Historical Research in Marketing, vol. 9 no. 2
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 1 April 1985

Thomas E Muller and Christopher Bolger

To determine whether French and English Canadians had different information search patterns prior to automobile purchase, 210 buyers of 1983 and 1984 Ford and Toyota automobiles…

Abstract

To determine whether French and English Canadians had different information search patterns prior to automobile purchase, 210 buyers of 1983 and 1984 Ford and Toyota automobiles in two Ontario and two Quebec cities were surveyed. We hypothesised the English‐Canadian car buyers prefer printed sources of information, while French‐Canadian buyers prefer personal sources, consider fewer alternatives, devote less time to the search process, and generally search less extensively for a new car than do English Canadians. Three of the five hypotheses were supported. Compared to their English counterparts, French Canadians evaluated ten per cent fewer alternative car makes, spent 30 per cent fewer days in the search process, took 67 per cent fewer test drives, and scored eight per cent lower on a measure of overall depth of search. As the French search pattern perhaps entails a greater risk, marketers in Quebec may need to provide better warranties and after‐sales service than in Ontario.

Details

International Marketing Review, vol. 2 no. 4
Type: Research Article
ISSN: 0265-1335

Article
Publication date: 15 August 2016

Dale Miller and Bill Merrilees

The purpose of this paper is to investigate the historical contributions of complex innovations (both creative and tactical components) in a formative period in a major Australian…

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Abstract

Purpose

The purpose of this paper is to investigate the historical contributions of complex innovations (both creative and tactical components) in a formative period in a major Australian department store, David Jones Ltd.

Design/methodology/approach

The study uses a context-specific lens to examine complex retail innovation. The study adopts a longitudinal design with the focus on a single firm, which met the inclusion criteria. Data collection was predominately from company archival materials and publicly available documents, including newspapers.

Findings

An in-depth analysis of two complex innovations demonstrates the retailer’s successful management of both marketing exploration (innovation) and marketing exploitation of that innovation. Effective marketing requires operational, tactical marketing exploitation to dovetail marketing exploration.

Research limitations/implications

The study is limited to one successful department store. Notwithstanding, there are expectations that the lessons extend to many other retailing organizations.

Practical implications

The practical relevance is clear, with the emphasis on retail innovation (and especially complex innovation) as a basis for both surviving and thriving in an ever-changing marketing environment.

Originality/value

The use of a complex innovation approach is a novel way of examining marketing history. The study concludes that both marketing exploration and marketing exploitation are essential for retail longevity.

Details

Journal of Historical Research in Marketing, vol. 8 no. 3
Type: Research Article
ISSN: 1755-750X

Keywords

Content available
Article
Publication date: 20 March 2009

Stanley J. Shapiro

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Abstract

Details

Journal of Historical Research in Marketing, vol. 1 no. 1
Type: Research Article
ISSN: 1755-750X

Article
Publication date: 7 June 2019

Shelby D. Hunt

The purpose of this paper is to provide a retrospection on the importance, origins and development of the research programs in the author’s career.

Abstract

Purpose

The purpose of this paper is to provide a retrospection on the importance, origins and development of the research programs in the author’s career.

Design/methodology/approach

The study uses an autobiographical approach.

Findings

Most of the articles, research monographs and books that constitute this research and publishing efforts can be categorized into seven distinct, but related, research programs: channels of distribution; marketing theory; marketing’s philosophy debates; macromarketing and ethics; relationship marketing; resource-advantage theory; and marketing management and strategy. The value system that has guided these research programs has been shaped by specific events that took place in the author’s formative years. This essay chronicles these events and the origins and development of the seven research programs.

Originality/value

Chronicling the importance, origins and development of the seven research programs will hopefully motivate and assist other scholars in developing their own research programs.

Details

Journal of Historical Research in Marketing, vol. 11 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

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