From fragmentation to imagination: moving to Marketing’s next Era

Coulter, Robin A.

doi:10.1007/s13162-016-0087-y

Cited by 8 publications

(2 citation statements)

References 40 publications

(51 reference statements)

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“…While each marketing knowledge domain developed independent of the other, missing is the fusion of the three domains into an integrated, conceptual whole. With its focus on the integration of knowledge, responsible marketing management learning would help counter Coulter's (2016) assessment that contemporary marketing lives in "The Age of Fragmentation." Herein lies the opportunity.…”

Section: Opportunities For Marketing Scholarsmentioning

confidence: 99%

“…Again, it is folly to reward A but hope for B Conclusion Grönroos (1994) asked: Quo vadis marketing? Recently, a number of critical reflections have tried to answer that question (Coulter, 2016;Fehrer, 2020;Key et al, 2020). They all point in the same direction: Marketing is often unmoored from societal purpose (Bolton, 2021;Chandy et al, 2021;.…”

Section: Privileged Scholarshipmentioning

confidence: 99%

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Marketing Scholarship and the Sustainable Development Goals: Thoughts on Moving Forward

Rosenbloom

2021

Australasian Marketing Journal

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This article is a commentary on how marketing scholarship can be more relevant as it tackles the human development challenges presented by the Sustainable Development Goals (SDGs). The commentary argues that as businesses are transforming themselves into purpose-driven organizations, marketing needs to be a part of that transformation. SDG 1 No Poverty and SDG 12 Sustainable Consumption and Production are discussed within the article. The commentary also tackles the institutional barriers that work against path-breaking SDG marketing scholarship: normative promotion and publication expectations along with the practitioner-academic research divide. Without realigning the incentives that reward original, boundary-spanning SDG marketing scholarship, the marketing discipline will be stuck in a cycle of rewarding one behavior while hoping for another.

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Section: Opportunities For Marketing Scholarsmentioning

confidence: 99%