We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.
Chapter 6: The Historical Roots of Marketing's Badge of Infamy
Marketing has long suffered from a poor reputation as a function that adds little value and that engages in unsavoury tactics to make sales to vulnerable customers. Much of the poor reputation of marketing, historically, arises from a long-held view that value is imparted to products through manual labour. This paper traces the historical and philosophical origins of this reputation. In so doing, it identifies why the poor reputation persists, at least in some segments of society, and suggests alternatives for changing these perceptions.
In its most basic form, marketing is associated with the most important activities of any ...