The discourses of marketing and development: towards ‘critical transformative marketing research’

Abstract

In order to understand the connection between development, marketing and transformative consumer research (TCR), with its attendant interest in promoting human well-being, this article begins by charting the links between US 'exceptionalism', 'Manifest Destiny' and modernisation theory, demonstrating the confluence of US perspectives and experiences in articulations and understandings of the contributions of marketing practice and consumer research to society. Our narrative subsequently engages with the rise of social marketing (1960s-) and finally TCR (2006-). We move beyond calls for an appreciation of paradigm plurality to encourage TCR scholars to adopt a multiple paradigmatic approach as part of a three-pronged strategy that encompasses an initial 'provisional moral agnosticism'. As part of this stance, we argue that scholars should value the insights provided by multiple paradigms, turning each paradigmatic lens sequentially on to the issue of the relationship between marketing, development and consumer well-being. After having scrutinised these issues using multiple perspectives, scholars can then decide whether to pursue TCR-led activism. The final strategy that we identify is termed 'critical intolerance'.

Social marketing: the state of play and brokering the way forward

“…Brace-Govan (2015) and Tadajewski et al (2014) point out that issues of power are largely ignored in the social marketing literature and Gurrieri et al (2013) identify that gender perspectives are also absent from social marketing discourse. Finally, Tadajewski and Brownlie (2008) identify that social marketing is lacking critical debate and reflexivity -which involves stakeholders reflecting upon their role and biases and acknowledging alternative perspectives in social action.…”

“…Scholars have begun to explore issues of power, and the control and influence of elites on social change discourse (Brace-Govan, 2015;Cherrier & Gurrieri, 2014;Gordon, 2011Gordon, , 2013. Furthermore, the neo-liberal and non-participatory labels of social marketing attached by Tadajewski et al (2014) and others (e.g. Crawshaw, 2012) perhaps present a singular view of social marketing theory and practice.…”

Modern pioneers in marketing: autobiographical sketches by leading scholars

“…Interestingly, he underlines that his broadening thesis was not normative. Even so, his description of the empirical reality that he had witnessed via work with SRI and the publication event of the 1969 Journal of Marketing paper did provide further ammunition for the ideological expansion of marketing's role in society that we have witnessed via social marketing, Transformative Consumer Research and related forms of activism (Tadajewski et al, 2014). While the application of marketing-related principles in non-business contexts does have an historical lineage prior to Levy's research, it is reasonable to say that Kotler and Levy brought it to prominence within the walls of the ivory tower.…”

The alternative “Marketing Revolution”

“…At times, his arguments were a testament to manifest destiny. This was the idea that America should spread its ideas, ideals and values across the globe (Tadajewski et al, 2014). In the context of World War II, it is not wholly unexpected that a similar logic should play out through his ruminations on marketing, the war and the spread of consumerist values:…”

“…Very few of us have complete freedom in the marketplace (Tadajewski et al, 2014). Even the wealthy and famous have their choices structured in fairly discernible ways (Atik and Firat, 2013).…”