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| Tekijä: | McDonald, M.H.B. Wilson, H.N. |
| Otsikko: | Marketing, existential malpractice and an etherised discipline: A soteriological comment |
| Lehti: | Journal of Marketing Management
2004 : APR, VOL. 20:3-4, p. 387-408 |
| Asiasana: | Marketing Theories |
| Vapaa asiasana: | Practice |
| Kieli: | eng |
| Tiivistelmä: | This paper reviews the state of marketing theory and practice. The point is that marketing academia talks esoterically to itself, even in journals such as this which aim to have a dual practitioner and academic audience. It is discussed how this has left consultants as serial fad peddlers, perhaps with more influence but delivering dubious genuine benefit. The result is that marketing practice shows few signs of improving over time. Discussed are the vital choices needed to be made in the nature and process of marketing if it is to reach out of its functional silo to seize the heart of the organisation. |
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