The Four Ps of the Marketing Concept: Prescriptive, Polemical, Permanent and Problematical

Abstract

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Value Transformation in Relationship Marketing

“…This criticism revolves around three key themes. First, in many cases, it is difficult for the firm to use these techniques; second, customers (respondents) find it difficult to respond meaningfully to the tasks they required to perform and third, these techniques could stifle creativity and entrepreneurship as they favour what is known and of little risk (Zaltman 1996;Brownlie and Saren, 1992;Workman, 1993).…”

Articles of faith and mystic matrices

“…These implicit features of marketing knowledge are systematically ignored in textbooks, where the emphasis is still put on the four Ps of the marketing mix as frameworks for understanding (for example Brassington and Pettitt 2005). This is despite concerted argument which suggests the concept is increasingly moribund (Gronross 1994;Brownlie and Saren 1992).…”

A fenomenologia e a pesquisa dos espaços de serviços

“…Seguindo a concepção acadêmica que anuncia uma nova era para o conhecimento da ciência do Marketing (Brown, 1997;Brownlie, 1997;Brownlie et al, 1999;Casotti, 1999), alguns acadêmicos dessa área vêm-se propondo a enfatizar pesquisas alinhadas com o méto-do fenomenológico-hermenêutico (Creswell, 1998;Foxall, 1995;Goulding, 1999;Jackson, 1996;Kerlinger e Lee, 2000;Morse, 1994;Patton, 1990;Ray, 1994;Remenyi et al, 1998) e amparadas pela perspectiva epistemológica presente no conjunto de teorias identificadas com a ideologia pós-moderna (Alvesson e Deetz, 1999;Brown, 1997;Chia, 1995;Kilduff e Mehra, 1997).…”

“…Por meio dessa dinâmica, a pesquisa obtém depoimentos, histórias vivas e narrativas (Arnould e Price, 1993;Brownlie, 1997;Philips, 1995), em lugar das hipóteses e das estatísticas características da tradição positivista (Kilduff e Mehra, 1997). A interação dos consumidores com os ambientes físicos das organizações materializa-se em relatos contados sob a ótica dos participantes da experiência, não dos que a idealizaram.…”

“…A análi-se de depoimentos e narrativas dos participantes, por sua vez, é um método que incorpora igualmente as percepções e impressões do pesquisador, elementos que costumam comprometer a reprodução da integridade do discurso dos sujeitos da pesquisa (Brownlie, 1997;Kerlinger e Lee, 2000). Mas não há como evitar-se a subjetividade humana, sua própria essência (Mendonça, 2001 (Cova e Badot, 1995;Philips, 1995), foge àquela racionalidade.…”