Sources of immoderation and proportion in marketing thought

Witkowski, Terrence H.

doi:10.1177/1470593105052478

Cited by 34 publications

(27 citation statements)

References 26 publications

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“…In this domain, scholars also report consumers' unease with intrusive promotion practices by means of which marketers try to push commercial messages ever deeper into consumers' private lifeworlds (Pereira Heath & Heath, 2008). Specific practices include unsolicited mailing and emailing, telephone advertising calls, TV advertisements, out-of-home media, or Internet pop-up screens that invade consumers' psychological spaces and result in consumer perceptions of advertising clutter (Cohen et al, 2005;Rotfeld, 2006;Rumbo, 2002;Witkowski, 2005).…”

Section: Marketing Criticismsmentioning

confidence: 96%

“…The long-standing, yet intensifying, criticism of human and natural resource exploitations challenges companies to reconsider their marketing goals and heuristics for marketing decisions (Achrol & Kotler, 2011;Lee & Sirgy, 2004;Witkowski, 2005). Prominent cases of indirect positive marketing responses in this domain include exploring new marketing concepts that serve a triple -economic, ecological, and social -bottom line, conserve resources by asking consumers for cooperation, and foster relations with independent activists to lift up the standards of resource conservation collectively.…”

Section: Positive Marketing Responsesmentioning

confidence: 97%

“…Marketing criticisms Deceptive product & pricing practices -Planned product obsolescence (e.g., Guiltinan, 2009;Packard, 1960) -High-low pricing (e.g., Kaufmann, Smith, & Ortmeyer, 1994) -Targeting harmful products to vulnerable consumers (e.g., Dameron, 1938;Smith & Cooper-Martin, 1997;Smith & Quelch, 1993) -Marketing verifiably perilous products (e.g., Birsch & Fielder, 1994;Nader, 1965) Deceptive promotion practices -Stereotypical, hyperreal visions of human appearance (e.g., Gurrieri, Previte, & Brace-Govan, 2013;Pollay, 1986;Schroeder & Borgerson, 2005) Intrusive advertising & data mining in private life spheres -Over-hyped, "cluttered" advertising (e.g., Cohen, Comrov, & Hoffner, 2005;Pereira Heath & Heath, 2008;Rotfeld, 2006;Rumbo, 2002;Witkowski, 2005) -Covert Internet data collection (e.g., Ashworth & Free, 2006;Palmer, 2005;Pollach, 2005) Eroding specific appeal of cultural source contexts -Commercial co-optation of local ideas, styles, and materials (e.g., Frank, 1997;Heath & Potter, 2010;Holt, 2002) Excessive promotional noise in public spaces -Unsolicited advertising in public spheres (e.g., Klein, 1999;Rumbo, 2002) -Pressing global spread of chain stores and restaurants (e.g., Klein, 1999;Lavin, 2003;Thompson & Arsel, 2004) Limiting cultural dissemination & innovation -Restrictive property rights (c.f., Fourcade & Healy, 2007;Srinivas, 2007) -Privatization of language & limitation of non-commercial content in media consumption (e.g., Arvidsson, 2006;Bollier, 2005;…”

Section: Consumer Deception and Intrusionmentioning

confidence: 99%

See 2 more Smart Citations

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

Stoeckl

Luedicke

2015

Journal of Business Research

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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.

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Section: Marketing Criticismsmentioning

confidence: 96%

Section: Positive Marketing Responsesmentioning

confidence: 97%

Section: Consumer Deception and Intrusionmentioning

confidence: 99%

See 1 more Smart Citation

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

Stoeckl

Luedicke

2015

Journal of Business Research

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“…This is considered a 'sacred article of faith' (Peattie, 2007, p. 201) and is used to legitimize marketing practice (Benton, 1987;Witkowski, 2005;Shankar et al, 2006). Consumers are seen as kings (or queens), deciders or rulers who exercise their free choice (Princen, 2010) and 'serve society by engaging in rational decision making and wisely exercising their economic votes' (Sirgy & Su, 2000, p. 1).…”

Section: Heroic Defences Of Marketingmentioning

confidence: 99%

Once upon a time there was a consumer…: stories of magic and the magic of stories

Heath

2016

Journal of Marketing Management

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This paper explores how the centrality of narrative to people's understandings of the world, and the power of stories of enchantment in particular, colour consumer culture.Specifically, it analyses the ways in which fantastic themes of magic and heroism are used in the discourses of marketing scholars and practitioners, as well as consumers to shape views of consumption and marketing. It further illuminates the role that marketers and consumers each have in imbuing consumption with a sense of enchantment and situates this phenomenon within the dominant neoliberal ideology. Finally, it discusses implications for marketing theory and for practices aimed at reducing excessive consumption related to such enchantment. KeywordsConsumer culture; critical marketing; magic; sustainability; consumer experience Summary Statement of ContributionThis manuscript illuminates the power of stories, especially those of enchantment, to shape views of consumption and marketing. It uncovers the purposes to which fantastic narratives are used by marketing scholars, practitioners and consumers. It further elucidates how consumers' and marketing's narratives combine to enchant consumption, challenging polarized views of consumers' and marketers' roles in this enchantment. Finally, it offers implications for discussions of marketing enchantment and ways of addressing excessive consumption related thereto. Once upon a time there was a consumer…'Once upon a time the primary agents of socialization were institutions like the family, school, church etc., but now consumption is a prime socialization agent whereby people are taught how and learn to be consumers. ' (Shankar, Whittaker & Fitchett, 2006, p. 492).The principal aim of this paper is to explore how views of consumption and marketing are coloured by the human tendency to understand the world in terms of narratives (Tversky & Kahneman, 1983;Fisher, 1989), and by the power of fairy-tale and mythic stories (Zipes, 1994; in particular. Drawing on a critical marketing perspective, we analyse the roles that fantastic themes of magic and heroism play in the discourses of marketing scholars and practitioners, as well as consumers, and explore how such themes are used to construct stories of consumption and marketing. In particular, we consider how narratives provided by marketing combine with those of consumers to imbue consumption with a sense of enchantment within the constraints of neoliberalism.We then draw implications and provide suggestions for future study and practice.

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“…Marketing's response to the charge that it seeks to deceive has always been that it exists, merely, to please -that its 'primary goal' is to satisfy customers (Witkowski, 2005). And from the outset, marketing (rather than selling) has consistently claimed that for an organisation to be successful it must relate 'all its thinking to the customer's needs' (Felton, 1959).…”

Section: Satisfying Customersmentioning

confidence: 99%

New marketing, improved marketing, apocryphal marketing

Woodall

2007

European Journal of Marketing

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PurposeThis paper seeks to explore marketing's ambiguous relationship with truth and, in so doing, to question the efficacy and value of the marketing concept and the very nature of marketing itself. Is marketing something that marketers do, or is it something much broader than this? If the latter, are marketers themselves either willing, or able to operate beyond traditional boundaries and, if not, should they focus – honourably – on what they do best, and encourage/support others who might market just as effectively, but in a different manner?Design/methodology/approachStarting with a summary of recent developments in marketing thought this paper argues that marketers find difficulty in implementing the marketing concept, and that market‐oriented compromise and pretence should consequently be abandoned. The thesis goes on to suggest that both “performance” and the “part‐time” marketer should be given greater respect and allocated substantially more credence by all marketing communities.FindingsThe argument concludes, ultimately, that marketing could find both greater respect and effectiveness by focusing its efforts more on the extremes of “marketing space”, and that the presently envisioned marketing concept offers scope only for a dispiriting and partially realised evocation of its stated aims.Practical implicationsMarketers should take marketing more seriously.Originality/valueThis paper seeks to add to current debates on marketing theory and will, hopefully, help inform ongoing exploration into the nature and role of marketing practice.

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Sources of immoderation and proportion in marketing thought

Cited by 34 publications

References 26 publications

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

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

Once upon a time there was a consumer…: stories of magic and the magic of stories

New marketing, improved marketing, apocryphal marketing

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