Towards a Theory of Marketing

Alderson, Wroe; Cox, Reavis

doi:10.2307/1246823

Cited by 103 publications

(62 citation statements)

References 1 publication

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“…It stresses that markets are continuously shaped both by explicit efforts to create new markets or change existing ones, and by the everyday activities of buyers and sellers (cf. Alderson and Cox, 1948). This allows us to explore how users exert influence over markets beyond the initial commercialization of an offering.…”

Section: Using Cms To Model Market Shapingmentioning

confidence: 99%

How users shape markets

Harrison

Kjellberg

2016

Marketing Theory

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The purpose of this paper is to elaborate conceptually on the user-market relationship. Existing research reports a limited user-market relationship, which simultaneously exaggerates and underplays user influence on markets. Assuming a constructivist market studies perspective, we argue that the scope of the user-market relationship is broader than developing offers and uses. We conceptualise market shaping as five inter-related sub-processes in which users may be involved as agents: qualifying goods, fashioning modes of exchange, configuring actors, establishing market norms and generating market representations. The extent of user influence in these sub-processes is likely to vary both within a specific market and across markets. By identifying conditions conducive to user involvement in each sub-process, we lay the foundation for empirical research into how users shape markets.

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Section: Using Cms To Model Market Shapingmentioning

confidence: 99%

How users shape markets

Harrison

Kjellberg

2016

Marketing Theory

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“…Crucially, it makes the distinction between techné (art) and phronesis (ethics), which is missing from the way in which marketing's debate about matters philosophical is routinely structured as an issue about whether marketing is an art or a science. For instance Vaile (1949), in his commentary on Alderson and Cox's (1948) call to make marketing more scientific, asserts that: "When all is said and done, marketing will remain an art in which innovation and extravaganza will continue to play an important, albeit unpredictable part" (Vaile, 1949, p. 522), a point that Hutchison (1952, p. 289) echoes when he asserts that "marketing is not a science. It is rather an art or a practice, and as such more closely resembles engineering, medicine and architecture than it does physics, chemistry or biology.…”

Section: Phronesismentioning

confidence: 99%

RestoringPhronesisand practice: marketing’s forgotten P’s

Kavanagh

2014

Journal of Historical Research in Marketing

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Purpose – The purpose of this paper is to examine the evolution of marketing’s philosophical conversation over the past 120 years, focusing on the emergent meaning of the notion that marketing should become more “scientific”. Design/methodology/approach – This paper focuses on the US academic marketing literature, primarily journal articles and books published in the first half of the 20th century. Findings – The Aristotelian distinction between techné, epistemé and phronesis provides a rich basis for framing philosophical discussion in marketing, and should supplant the art-science debate and Anderson’s distinction between science1 and science2. Prior to 1959, the marketing journals provided a forum for phronesis, though this diminished as the academic marketing community largely abandoned the inductive, contextual approach in favour of a deductive, “scientific” methodology. The Ford Foundation played an important role in effecting this change. Practical implications – The paper highlights the importance of forums where practitioners can reflect on the ethical and social implications of their practices and then work to enhance these practices for the greater social good. Social implications – Questions the value of distinctions between marketing theorists and practitioners and the consequential focus of marketing journals. Originality/value – Advances the concept of phronesis in the marketing literature and distinguishes it from epistemé, which has dominated academic marketing discourse over the past 60 years.

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“…The "period of reappraisal" was one in which Bartels and others (Alderson and Cox 1948;Bartels 1951;Brown 1948Brown , 1952Converse 1945;Grether 1949;Hutchinson 1952;Jeuck 1953;Longman 1951;McGarry 1953;Stainton 1952;Vaile 1949) discussed the ability of marketing to become a "science." Jeuck (1953) suggested that marketing research was getting too much respect, was overrated, and should not be viewed as a science.…”

Section: Scholarship In Marketingmentioning

confidence: 99%

The Theoretical and Practical Implications of Marketing Scholarship

Mentzer¹,

Schumann²

2006

Journal of Marketing Theory and Practice

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Although considerable attention has been paid to the subject of scholarship in other disciplines, relatively little attention has been devoted to this vital topic in marketing. Moreover, while there has been attention paid to the influence of marketing research on pedagogy, the impact of input from learning environments into research has virtually been ignored. There are increasing pressures on higher education that brings to question the sustainability of scholarship. This paper briefly reviews the historical evolution and the modern conceptualization of scholarship, and presents an inclusive process model of marketing scholarship that attempts to address these pressures. Suggestions are made for implementing the model.

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Towards a Theory of Marketing

Cited by 103 publications

References 1 publication

How users shape markets

How users shape markets

RestoringPhronesisand practice: marketing’s forgotten P’s

The Theoretical and Practical Implications of Marketing Scholarship

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