Doing well while doing good? An integrative review of marketing criticism and response

Abstract

Looking back at a century of innovation, the marketing profession has reason to celebrate its many contributions to the rise of economic wealth in Western nations. The marketing profession has, however, as well faced criticism for engaging in ever-new marketing practices potentially harming individuals, communities, and societies. This paper presents findings from an integrative literature review to document key criticisms of marketing brought forth over sixty years; to identify the key moral demands that fuel these criticisms; and to illustrate the potentialities and limitations of positive marketing responses. The study suggests that positive marketing practices more often than not result from marketers' proactive engagement with critical narratives and emerging moral demands.

Positive marketing: A new theoretical prototype of sharing in an online community

“…As noted by Stoeckl and Luedicke (2015) certain marketing practices may enable "positive company community relations that serve both, company and community goals," (p. 16). To capitalize on sharing-out, firms may need to reconsider the horizon of their relationship with their products.…”

A cross-cultural case study of consumers' communications about a new technological product

“…This case study determined that Samsung, a global organisation with a global brand, recognised environmental differences across the three countries being considered and adapted its communications to best support its offering of a durable technology based global/standard product in each country, as recommended by Stoeckl and Luedicke (2015), but in some apparent contrast with the particular appetence of global products such as these for global positioning strategies (Alden, Steenkamp, & Batra, 1999).…”

“…Global businesses need to devise strategies that account both for the benefits from standardization (economies of scale) and any adaptation justified by consumers' requirements within distinct cultures and in different countries (Stoeckl & Luedicke, 2015). Research focusing on understanding how distinct national markets react to global brands can provide valuable insights into the globalisation effects associated with standardised offers to those markets, also contributing to the standardisation versus adaptations debate in global marketing (Bardakci & Whitelock, 2004;Kotler, 1986;Kreutzer, 1988;Schmid & Kotulla, 2011).…”

Divide In Marketing Between Academics And Practitioners

“…One justification for this is that, with a greater approximation between the academic and business sectors, the discipline can grow, both in theoretical and practical terms, and leave aside the "bad reputation that marketing is anything and that anyone can practice marketing", which smears the essence of the discipline (STOECKLA; LUEDICKE, 2015), as expressed by one academic (private university professor, with 5 years of experience):…”

“…By this logic, there is not one type of marketing, but different "marketings". This would help explain why the discipline still carries a negative image (STOECKLA;LUEDICKE, 2015), since any practice is marketing and anyone practices marketing.…”