The alternative “Marketing Revolution”

Abstract

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.

Impact factors, journal rankings, interdisciplinary research and ‘the state of the art’ in marketing theory and practice

“…Those who are more historically minded should pay attention to one of his footnotes regarding the invention of the marketing managerthey may or may not find this argument compelling whether the adverb 'virtually' is attached to 'invented' or not. Harry Tosdal could be interpreted as taking a different position to Hunt (Jones & Shaw, 2018;Tadajewski, 2016c). Whatever the viewpoint taken on this matter, those trying to find their intellectual footing with respect to marketing strategy will find much sustenance in Hunt's work.…”

“…In making this argument, they take us back to the earliest years of our discipline, notably the long neglected contributions of Harry Tosdal (e.g. Tadajewski, 2016c). But this is not recollection for the sake of working against historical amnesia.…”