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| Author: | Badot, O. Cova, B. |
| Title: | The myopia of new marketing panaceas: The case for rebuilding our discipline |
| Journal: | Journal of Marketing Management
2008 : VOL. 24:1-2, p. 205-219 |
| Index terms: | marketing consumers research |
| Freeterms: | co-creation resistance societing |
| Language: | eng |
| Abstract: | This essay aims at showing how the inflation of marketing (here as: m-g.) panaceas (as: p-cs.) over the past 20 years has failed to calm the conflict between the discipline and consumers. There is a phenomenon of consumers developing a new type of resistance to m-g. approaches, one that will require second order types of changes in this discipline. Some seeds for this change can be found in the most recent m-g. p-cs. presented based on two ideas: 'market with' and 'societing'. This essay tries to stimulate reflection about which modes of thinking might help today's world to avoid m-g. fundamentalism and colonialism. |
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