Intellectualization in Macromarketing: A World Disenchanted

Monieson, David D.

doi:10.1177/027614678800800202

Cited by 60 publications

(69 citation statements)

References 20 publications

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“…This was his baseline, his market-oriented philosophy. This value system would assume centre stage in marketing thought in the 1950s (Mazur, 1953;Monieson, 1988) and continues to be reaffirmed today (Wilkie and Moore, 1999).…”

Section: Harry Tosdalmentioning

confidence: 95%

The alternative “Marketing Revolution”

Tadajewski¹

2016

JHRM

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The full-text may be used and/or reproduced, and given to third parties in any format or medium, without prior permission or charge, for personal research or study, educational, or not-for-prot purposes provided that:• a full bibliographic reference is made to the original source • a link is made to the metadata record in DRO • the full-text is not changed in any way The full-text must not be sold in any format or medium without the formal permission of the copyright holders.Please consult the full DRO policy for further details. Design/methodology/approach: This account is based on a close reading of Tosdal's publications.Findings: Tosdal articulated a highly nuanced interpretation of marketing management, market research and sales force management. Each of these elements was keyed into fostering goodwill between firm and customer. Perhaps most importantly, he provides a counterpoint to the idea that the consumer is sovereign in the marketplace. Instead, he makes a case that the ontology of the market is riven by compromise.Originality/value: This paper highlights the concept of the compromising consumer. Arguably, this is a much more empirically realistic conception of the agency we possess in the marketplace than the idea that we move markets in ways absolutely consistent with our desires.

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Section: Harry Tosdalmentioning

confidence: 95%

The alternative “Marketing Revolution”

Tadajewski¹

2016

JHRM

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“…Ainda que a proposta de todas as estratégias de marketing sinalize em direção ao "foco Nesse mesmo sentido, Monieson (1988) defende o que ele chama de "intelectualização" do marketing. Na visão dele, quando se intelectualiza a forma que pensamos o marketing, estamos buscando produzir técnicas e ferramentas que nos possibilitem gerenciar e controlar o comportamento do consumidor sem o entendimento do porquê estamos fazendo isso.…”

Section: O Marketing E Suas Disfunçõesunclassified

“MOCINHO” OU “BANDIDO”?: O MARKETING E SUAS RELAÇÕES COM A SOCIEDADE NO “FIO DA NAVALHA” DOI - 10.5752/P.1984-6606.2015v15n40p251

Leite

Pinto

Teixeira

et al. 2015

E&G

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“…An alternative perspective might see it as an intellectual land grab, with marketing seeking out new areas in order to advance its social credentials in the face of accusations that it formed part of the military-industrial establishment (Kassarjian and Goodstein, 2010). Luck (1972, p. 403), for example, believed the broadening of marketing simply represented the "imperial drive" (Monieson, 1988) of the marketing concept into new areas.…”

Section: Motivation Research and Social Research Incorporatedmentioning

confidence: 99%

Paradigm debates and marketing theory, thought and practice

Tadajewski

2014

Journal of Historical Research in Marketing

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Purpose – This paper aims to provide a history of a number of intellectual debates in marketing theory and consumer research. It outlines the key arguments involved, highlights the politics and acrimoniousness that often accompanied the competition for academic prestige or practitioner remuneration. It weaves the contents of the special issue into its narrative. Design/methodology/approach – This article engages in a broad historical survey of the history of marketing thought, as it pertains to intellectual debate and disputation. Findings – While scholars often articulate objectivity as an intellectual ideal, many of the debates that are explored reveal a degree of intellectual intolerance and this is refracted through the institutional system that structures marketing discourse. Originality/value – This account provides an introduction to the intellectual debates of the last century, highlighting the ebb and flow of marketing thought. It calls attention to debates that are largely under explored and highlights the politics of knowledge production in marketing and consumer research.

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Intellectualization in Macromarketing: A World Disenchanted

Cited by 60 publications

References 20 publications

The alternative “Marketing Revolution”

The alternative “Marketing Revolution”

“MOCINHO” OU “BANDIDO”?: O MARKETING E SUAS RELAÇÕES COM A SOCIEDADE NO “FIO DA NAVALHA” DOI - 10.5752/P.1984-6606.2015v15n40p251

Paradigm debates and marketing theory, thought and practice

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