Introduction to the special issue: presenting marketing differently

“What ‘is’ marketing?” Perusal of the marketing literature reveals that “marketing” has been defined and characterized in multiple, often inconsistent but typically ambiguous, ways that have evolved over time. The present essay argues that characterizing marketing as a transdisciplinary body of knowledge formally captures its essence and possesses numerous implications for marketing education as well as marketing practice. Following a brief review of how marketing has been conceptualized in the past, the benefits and challenges of conceptualizing marketing as a transdisciplinary body of knowledge are discussed from a paradigmatic perspective.

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Introduction to the special issue: presenting marketing differently

Cited by 3 publications

References 88 publications

Parting ways in the marketplace: trajectories of divorce in consumer-brand relationships

Parting ways in the marketplace: trajectories of divorce in consumer-brand relationships

Four corners of the unsettling: the more-than-uncanniness of consumer culture

Marketing Is a Transdisciplinary Body of Knowledge

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