The marketing discipline’s troubled trajectory: The manifesto conversation, candidates for central focus, and prognosis for renewal

Hunt, Shelby D.; Madhavaram, Sreedhar; Hatfield, Hunter N.

doi:10.1007/s13162-022-00238-y

Cited by 21 publications

(13 citation statements)

References 82 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Rather than saying that "the CB area has evolved in such a manner that, to a significant extent, it has separated itself from marketing and is no longer a sub-field of the discipline," (Hunt et al, 2022, in this issue), we would say that Belk's (1986) argument for an actual science of consumer behavior has prevailed. What consumer behavior research has done, is to transcend the narrow managerial focus of marketing's Era III.…”

Section: "The Evolution Of the Discipline's Largest Sub-field Of Stud...mentioning

confidence: 99%

Developing and renewing marketing as a scientific discipline through reflexive cocreation

Helkkula

Arnould

2022

AMS Rev

View full text Add to dashboard Cite

Shelby V. Hunt was long interested in codifying and parameterizing the marketing discipline with a distinctive focus on the principles of making scientific claims. In their article, Hunt et al., (2022, in this issue) present their concerns about the scholarly status of marketing, highlighting the loss of a central, mainstream research focus. However, we think the real challenges are different than those that worry the authors. Marketing as a scientific discipline evolves by adapting from and contributing to theories, concepts, and methods in related research fields. Thus, we claim that the potential of marketing discipline lies in the diversity of intertwined and divergent research streams, such as service-dominant logic and consumer culture theory. We propose that a cocreational approach that questions foundational assumptions and a purely managerial orientation, is more likely to produce a renewal of marketing scholarship and provide solutions to wicked social problems than a single reductive theoretical approach.

show abstract

Section: "The Evolution Of the Discipline's Largest Sub-field Of Stud...mentioning

confidence: 99%

Developing and renewing marketing as a scientific discipline through reflexive cocreation

Helkkula

Arnould

2022

AMS Rev

View full text Add to dashboard Cite

show abstract

“…Hunt et al (2022; cf. Nenonen, 2022) suggested that marketing could be renewed by focussing on marketing phenomena (plural) – that is, on marketing topics or issues central to the discipline.…”

Section: Discussionmentioning

confidence: 99%

“…There is general agreement among marketing scholars that marketing is in crisis, losing credibility both as an academic discipline (Hunt, 2020b referring to 13 sources; also Hunt et al, 2022; Key et al, 2020) and in practice (Kerin, 2005; Kohli & Haenlein, 2021; Parvatiyar & Sheth, 2021; Reibstein et al, 2009; Webster, 1981, 2005; Wind, 2019). It has even been noted that marketing has become the least influential of academic business disciplines (Clark et al, 2014) and that the performance of marketing directors and chief marketing officers does not fulfil CEOs’ expectations (Whitler, 2022).…”

Section: Introductionmentioning

confidence: 99%

“…Parvatiyar & Sheth, 2021; Rust, 2020) such as new technologies, socioeconomic, business and societal developments and the study of marketing-as-practice (Skålen et al, 2022). The development of grand theories (recently, Parvatiyar & Sheth, 2021 and Hunt et al, 2022) has been explored. The possible developments of the variables involved in the marketing mix–considering different scenarios–have also been discussed in depth (Wichman et al, 2022).…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Towards a Marketing Renaissance: Challenging Underlying Assumptions

Grönroos

2023

Australasian Marketing Journal

View full text Add to dashboard Cite

Marketing is commonly considered to be in crisis, losing credibility and in need of reform. Among the many attempts to solve its predicament, one question seems not to be asked: Could there be underlying foundational assumptions that are outdated, and which hinder marketing from being re-invented to fit emergent business and societal challenges? This article demonstrates that marketing is steered by several underlying foundational assumptions, all of which have remained implicit. A dominating focus on activities, as opposed to a discussion of what marketing should be as a phenomenon, constrains marketing in the steadfast grip of tradition. To enable a formulation of marketing as a phenomenon, this paper scrutinises these implicit assumptions and proposes an alternative set of foundational assumptions. Making firms or other institutions meaningful to their customers or other stakeholders with the aim of creating attraction is suggested as a marketing phenomenon. Finally, it is demonstrated that marketing as meaningfulness has important and far-reaching consequences, providing opportunities to develop and reform marketing to make it more relevant and inclusive in the emergent business and societal environment.

show abstract

“…However, after this, Hunt et al (2022, in this issue) remain silent about the interactions between marketing and other academic fields, except when discussing the tendency of marketing scholars to borrow concepts, theories, and frameworks from other disciplines.…”

mentioning

confidence: 99%

Resurrecting marketing: Focus on the phenomena!

Nenonen

2022

AMS Rev

View full text Add to dashboard Cite

This commentary provides three complementary perspectives to the Hunt et al. (2022, in this issue) article “The marketing discipline’s troubled trajectory: The manifesto conversation, candidates for central focus, and prognosis for renewal.” First, the evolution of marketing as an academic discipline should be assessed also in relation to other fields. Second, it is time for an honest stocktake of the wider impact of marketing to societies and the biosphere. Third, an enduring and fruitful sense of community for marketing scholars could be found from marketing phenomena instead of the always contested theoretical perspectives.

show abstract

The marketing discipline’s troubled trajectory: The manifesto conversation, candidates for central focus, and prognosis for renewal

Cited by 21 publications

References 82 publications

Developing and renewing marketing as a scientific discipline through reflexive cocreation

Developing and renewing marketing as a scientific discipline through reflexive cocreation

Towards a Marketing Renaissance: Challenging Underlying Assumptions

Resurrecting marketing: Focus on the phenomena!

Contact Info

Product

Resources

About