Marketing (as) Rhetoric: paradigms, provocations, and perspectives

Sustainable marketing based on virtue ethics: addressing socio-ecological challenges facing humankind

“…The so-called 4 Ps of marketing—product, price, place, and promotion—were first introduced by McCarthy ( 1960 ) and have become a long-standing paradigmatic framework in marketing. Also called the marketing mix, the 4 P framework has been described as “a thumbnail sketch, an encapsulation, a precis, nothing less than marketing in miniature, the subject in a nutshell” (Miles and Nilsson, in Brown et al 2018 , p. 1339). Although not without its critics (e.g., Miles and Nilsson, in Brown et al 2018 ; Moeller 2006 ; O'Malley and Patterson 1998 ), there is broad agreement that the 4 P framework has dominated marketing thought and strongly influenced how marketing theory and practice have developed (see expansive reviews of the literature in Goi 2009 ; also Groenroos 1994 , O'Malley and Patterson 1998 ).…”

“…Also called the marketing mix, the 4 P framework has been described as “a thumbnail sketch, an encapsulation, a precis, nothing less than marketing in miniature, the subject in a nutshell” (Miles and Nilsson, in Brown et al 2018 , p. 1339). Although not without its critics (e.g., Miles and Nilsson, in Brown et al 2018 ; Moeller 2006 ; O'Malley and Patterson 1998 ), there is broad agreement that the 4 P framework has dominated marketing thought and strongly influenced how marketing theory and practice have developed (see expansive reviews of the literature in Goi 2009 ; also Groenroos 1994 , O'Malley and Patterson 1998 ). The 4 Ps are implicit in the definition of marketing developed by the American Marketing Association (AMA Board of Directors): “ Marketing is the activity, set of institutions, and processes for creating, communicating [ promotion ], delivering [ plac e], and exchanging [ price ] offerings [ products ] that have value for customers, clients, partners, and society at large.”(American Marketing Association, "Definition of Marketing," 2016 ).…”

Marketing insects: can exploiting a commercial framework help promote undervalued insect species?

“…When Brown et al . () asked ‘Are the 4Ps finished?’ their answer was clear: ‘If you mean finished, as in over and done with, the answer is assuredly no!’. Although there are other marketing models that suit modern economies [e.g.…”

“…by Constanides, 2006), and calls have been made to reinterpret the 4Ps in the modern business world (Ettenson et al, 2013), it is still widely used. When Brown et al (2018) asked 'Are the 4Ps finished?' their answer was clear: 'If you mean finished, as in over and done with, the answer is assuredly no!'.…”

Hope for a stronger discipline of marketing

“…For example, Hunt reports that he has encountered a "very critical reviewer" for each of his manuscripts he has submitted to peer-review journals (Hunt, 2014c). As evidence of keeping such criticism in perspective, Hunt has published alongside critics of his rhetorical style, such as Brown, in order to explain rhetorical processes in research writing (Brown et al, 2018).…”