On the intersection of marketing history and marketing theory

Hunt, Shelby D.

doi:10.1177/1470593111418802

Cited by 27 publications

(25 citation statements)

References 21 publications

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“…The domain of the service literature It has been suggested that marketing scholars need to be historically informed (Hunt, 2011). With that in mind, a brief consideration of how the marketing literature has treated service is in order.…”

Section: Theoretical Base Of the Service Disciplinementioning

confidence: 99%

Guest editorial

Cronin

Nagel

2020

JSM

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Section: Theoretical Base Of the Service Disciplinementioning

confidence: 99%

Guest editorial

Cronin

Nagel

2020

JSM

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“…These two approaches are clearly contradictory and this presents a problem to the discipline and a challenge to practitioners. From one perspective, what is occurring is marketing as practice rather than as a consensual science (Brown, 1996; Hunt, 1976, 1990, 2011). Marketing practice is a complex and context determined activity which is governed by intuition, experience, utility, budget and time restraints.…”

Section: Literature Reviewmentioning

confidence: 99%

Incommensurability and Paradigm Crossing: Folding the EGs Back into the Omelet or Blood in the Water?

Shaw

Nowicki²

2018

Australasian Marketing Journal

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The Empirical Generalists (EGs) suggest that the accepted focus on segmentation and loyalty in Marketing Management is irrelevant and that the Dirichlet equation and Double Jeopardy provide the only useful theory of consumer behavior. Meanwhile the Segmentationalists adhere to a Marketing Management model and blithely ignore their claims. This discussion examines the extremes of a continuum which extends from the breadth of Kotler (1967) to the reductive analysis of Sharp (2010) . Lowe et al., (2004) have provided an easily understood set of categories that describes these paradigmatic differences. This is applied along with an integrative framework adapted from Rossiter, (2012) which suggests remedial linkages. However recent work by the Empirical Generalists suggests that this is flogging a dead horse. The response from Marketing Management adherents has been a refusal to engage and a denial of oxygen to the debate. The implications for marketing strategy are considerable since the continued utility of the key technique of segmentation is under challenge. Will it survive as a valid technique for addressing the market or will it be reduced to a mere description of customer type? Is it a harmless symbolic activity or an organizational hallucination that blocks progress?

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“…However, a theory that is to be applied by the marketing profession involves developing "Systematic structures that explain, predict, and assist in understanding" how to create relationships/market exchanges that are beneficial and satisfying for those involved in a transaction network. [71,72] Wroe Alderson proposed that theory development begins with explaining the primary conceptual categorizations of marketing in terms that can be applied to the practice of and research regarding marketing. Alderson also stressed that the formal categorizations must be inclusive of conceptualizations of social action, integrated systems, organizational behavior, and social-economic performance.…”

Section: Developing An Integrative Marketing Theorymentioning

confidence: 99%

Developing an Integrative Marketing Theory: Re-conceptualizing Valuation, Market Theory and Exchange

Miller¹

2018

IJAFRM

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Marketing specialists play a vanguard role in heralding a new perspective on exchange that prompts a reconceptualization of valuation, marketing theory, and economic value theory. However the literature is inadequate in doing so in terms that are relevant for practitioners how the conceptualizations can be developed into a theoretical model for improving organizational and social-economic performance. This article contributes to marketing literature and to literature explaining how to improve organizational and social-economic performance by proposing a strategy by which the marketing perspective on exchange and valuation can be developed into a framework for an integrative marketing theory. That is to say that the article explains how and why marketing conceptualizations of valuation and exchange provide a source for determining the factors that apply as a multi-level and multi-dimensional approach to improving performance (i.e. increasing the performance of organizations and institutions in ways that create satisfactory and beneficial outcomes for a larger number of social stakeholders). This article is designed as an exploratory study of historical and contemporary conceptualizations of exchange, the market, and valuation as the means of collecting the necessary conceptual data for developing an integrative marketing theory. The exploratory study is the means for determining factors that can be applied as a multi-dimensional strategy for performance improvement. The conceptual data is triangulated to determine the conceptual categories that are expressed as factors that can be employed as a marketing model for satisfying the interests of stakeholders. In addition the article contributes to scholarship on marketing ethics by indicating how marketing theory increases the competitive advantage of businesses in a way that satisfies concerns regarding social responsibility.

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On the intersection of marketing history and marketing theory

Cited by 27 publications

References 21 publications

Guest editorial

Guest editorial

Incommensurability and Paradigm Crossing: Folding the EGs Back into the Omelet or Blood in the Water?

Developing an Integrative Marketing Theory: Re-conceptualizing Valuation, Market Theory and Exchange

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