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| Author: | Woodall, T. |
| Title: | New marketing, improved marketing, apocryphal marketing: Is one marketing concept enough? |
| Journal: | European Journal of Marketing
2007 : VOL. 41:11/12 p. 1284-1296 |
| Index terms: | marketing theory ethics |
| Freeterms: | corporate identity |
| Language: | eng |
| Abstract: | In this article the authors seek to examine the relationship between marketing and truth and in doing so questioning the efficiency and value of the marketing concept and the very nature of marketing itself. The authors study the topic by discussing the recent developments in marketing and later suggesting that more respect and credence should be given by the marketing communities to both "performance" and "part-time" marketers. In their findings the authors conclude that marketing could find stronger respect and effectiveness by concentrating its efforts more on the extremes of "marketing space" and that the currently envisioned marketing concept gives scope only for a unmotivating and only moderately realised evocation of its suggested goals. |
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