Critical Social Theory and the Emancipation of Marketing Channels Knowledge

Abstract

Over 25 years ago, Bartels (1988) deftly chronicled the history of marketing thought, reifying the inextricable linkage between distributive sciences, utility creation, and marketing practices. The earliest writings in marketing charted the physical movement of goods through the distribution system. There existed misconceptions of channel members, compelling justification of their role sets in creating efficiencies and utilities that delivered value to customers. Bartels (1988) noted that attributions of intermediaries as "parasitic" and vendors as "ruthless" coincided with widespread fallacies about marketing (p. 29). Cast against this societal mistrust, the Journal of Marketing Channels debuted. The first issue departed from the purely economic functionality that subjugated a broadened theoretical foundation for understanding distribution, embracing Alderson's call for inter-disciplinary approaches. The present effort discusses Habermas' critical social theory (CST). CST posits that the emancipatory function of marketing channels knowledge is to rebuff the dualistic divide between marketing channels theory and market realities. The transformative shifts in marketing channels suggest CST is useful for broadening marketing channels education, research, and practice.In theory, theory and practice are the same. In practice, they are not.-Albert Einstein

The Impact of Relational Marketing Bonds on Retailers' Economic and Social Satisfaction

“…For example, if the manufacturer possesses a good social bond with the retailer, this may result in the retailer's Downloaded by [New York University] at 01:54 07 July 2015 positive social outcomes and the perception of a fulfilling interaction. Researchers have also addressed satisfaction in its social aspect and described it as the evaluation of interaction experiences (Scheer & Stern, 1992) and a reflection on the psychosocial well-being of the firm (Gassenheimer & Ramsey, 1994;Pelton, 2013).…”

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