Rethinking Marketing: Towards Critical Marketing Accountings
‘This is an important text. It brings together critical reflections on the discipline's contribution in terms of theory, practice and pedagogy and as such is equally as insightful and challenging as some of its recent predecessors (eg Brown et al 1996; Brown and Turley 1997; Brown 1998). The book represents a useful point of departure for those setting off on their own critical journeys and, thus, it should be included on the reading lists of all those carrying out masters or doctoral research in marketing’ - Journal of Marketing Management
This book provides a challenging and stimulating coverage of a broad range of key issues in contemporary marketing - such as marketing philosophy, marketing ethics, the marketing profession, and marketing teaching and research - through an ...
- Front Matter
- Subject Index
- Chapter 4: From Marketing to Societing: When the Link is more Important than the Thing
- Chapter 5: Exchange, Institutions and Time
- Chapter 6: Commentary
- Chapter 7: Symbolic Meaning and Postmodern Consumer Culture
- Chapter 8: It's a Matter of Time: The Significance of the Women's Market in Consumption
- Chapter 9: Commentary
- Chapter 10: Morality and the Marketplace: An Everyday Story of Consumer Ethics
- Chapter 11: Theory, Ethical Critique and the Experience of Marketing
- Chapter 12: Commentary
- Chapter 13: Commentary
- Chapter 14: The Process of Interprofessional Competition: A Case of Expertise and Politics
- Chapter 15: On the Idolization of Markets and the Denigration of Marketers: Some Critical Reflections on a Professional Paradox
- Chapter 16: Commentary
Editorial selection, introductory matter and Chapter 1
© Douglas Brownlie, Mike Saren, Robin Wensley and Richard Whittington 1999
Chapter 2 © Stephen Brown 1999
Chapter 3 © Gibson Burrell 1999
Chapter 4 © Bernard Cova 1999
Chapter 5 © Luis Araujo 1999
Chapter 6 © Robin Wensley 1999
Chapter 7 © Richard Elliott 1999
Chapter 8 © David Knights and Pamela Odih 1999
Chapter 9 © Morris B. Holbrook 1999
Chapter 10 © Robert Grafton Small 1999
Chapter 11 © William P. Hetrick and Hector R. Lozada 1999
Chapter 12 © Peter Binns 1999
Chapter 13 © Stephen Fineman 1999
Chapter 14 © Páivi Eriksson 1999
Chapter 15 © Hugh Willmott 1999
Chapter 16 © Michael Thomas 1999
Chapter 17 © Sally Dibb and Philip Stem 1999
Chapter 18 © Gilles Laurent and Bernard Pras 1999
Chapter 19 © Gerald Zaltman 1999
First published 1999
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British Library Cataloguing in Publication data
A catalogue record for this book is available from the British Library
ISBN 0 8039 7490 6
ISBN 0 8039 7491 4 (pbk)
Library of Congress catalog card number 98-75047
Typeset by Photoprint, Torquay, Devon
Printed and bound in Great Britain by Athenaeum Press, Gateshead
Contributors' Notes[Page vii]
Luis Araujo is currently a Senior Lecturer in Marketing at the Department of Marketing, the Management School, University of Lancaster. He holds a mechanical engineering degree from the University of Porto (Portugal) and an MA and a PhD from the University of Lancaster. His main research interests and publications lie in the area of interorganizational relationships and networks.
Peter Binns, after previous posts at Warwick University, UK - first of all in the Philosophy Department and then as Senior Research Fellow in the Business School - is now a Principal Consultant with Bath Consultancy Group. His main interests are in the design, management and leadership of organizational and cultural change projects, whole-system development and the role of values in organizational learning.
When this volume was first mooted, Stephen Brown was mighty of thew, clear of eye, sharp of mind and enthused by the unprincipled principles of postmodernism. Aeons, however, have passed since then. Hemlines have risen and fallen, as have companies, civilizations and entire continents. Stephen is now a decrepit, rheumy-eyed, absent-minded something or other. What's more, he now realizes that, as a modernist trapped inside a postmodernist body of work, he has been living a lie the whole time. He'd like to thank the editors and publishers of Rethinking Marketing for giving him the opportunity to own up, tell all and generally unburden himself.
Douglas Brownlie is Professor of Marketing at Stirling University, UK. It recently occurred to him that he'd been talking, reading and writing about this place called ‘marketing’ for most of his working life, and that he'd settled down there, built a home, furnished it with carefully selected amulets, joined the local neighbourhood watch and taken up gardening. With a chuckle he recalled the ritual teasing of his parents who would always find time to ask at some point during his infrequent visits, ‘When are you going to get a real job, son?’ As an earnest marketing scholar he'd always prefer a staunchly literal reading of this mild jest, avoiding its play on several insecurities, the most obvious being the ontological insecurity of the ‘real’. Of course, he'd defend his job zealously, often with the fiery passion and conviction of the patriot. Occasionally the testing would continue with remarks such as, ‘Oh, methinks the laddie doth protest a wee bit too much’, typically made as barely audible asides, as if to invisible witnesses. They no [Page viii]longer tease him this way; his protests always fell on deaf ears anyway. They taught him the lesson about territorial claims that he needed teaching: you cannot own the land, the land owns you. In a recent aside they observed, ‘When you started out on this rethinking marketing book you had a full head of lustrous fair hair. It's mostly gone now.’ A modest attribution methinks.
Gibson Burrell is Professor of Organizational Behaviour at the University of Warwick, UK. He is currently working on a book on the subject of ‘histories of the concept of organization’, and a four-volume series of readings in critical organization studies.
Bernard Cova, Professor at EAP Paris, is endeavouring to renovate current marketing theory and practice. He belongs to the school of marketing known as Postmodern Marketing, which advocates a rehabilitation of marketing in society, preferring tribal marketing and societing to traditional approaches. For 10 years he has worked on the development of a marketing approach to assist companies specializing in project and systems selling. He is considered by European marketers and researchers to be the leading expert in the field of project marketing.
Sally Dibb is a Senior Lecturer in Marketing and Strategic Management at the Warwick Business School, University of Warwick, UK. She is co-author of the best-selling Marketing: Concepts and Strategy textbook. Other recent books include The Marketing Casebook, The Marketing Planning Workbook and The Market Segmentation Workbook. Her research, teaching and consultancy interests focus on marketing segmentation, marketing planning and buyer behaviour. She has published extensively in these areas, including articles in the European Journal of Marketing, Industrial Marketing Management, International Journal of Advertising, Journal of Service Industry Management, Journal of Strategic Marketing, Long Range Planning, OMEGA and others.
Richard Elliott is Professor of Marketing and Consumer Research in the School of Business and Economics, University of Exeter, UK. Prior to this he was University Reader in Marketing at Oxford University and a fellow of St Anne's College. His current research interests focus on the social consequences of consumer culture, the oral history of brand consciousness and critical discourse analysis of representations of consumption. His work has been published in the International Journal of Advertising, British Journal of Social Psychology, International Journal of Research in Marketing, Journal of Consumer Policy, Journal of the Market Research Society, British Journal of Management, European Journal of Marketing, Advances in Consumer Research, Psychology and Marketing and Journal of Marketing Management.
Páivi Eriksson is Professor of Strategy at the School of Business Administration, University of Tampere, Finland. Prior to this appointment, she was [Page ix]a Senior Research Fellow at the Academy of Finland and worked at the Helsinki School of Economics and Business Administration in Finland, Stanford University in the USA and Warwick Business School in the UK. Her teaching and research areas include strategic management, marketing management and qualitative research methodologies. Her articles appear in the Scandinavian Journal of Management, European Journal of Marketing and others.
Stephen Fineman is Professor of Organizational Behaviour in the School of Management, Bath University, UK. His work includes introducing emotion to organizational theory, research on the’ greening’ of corporations and critical approaches towards stress. Recent books include Emotions in Organizations, Experiencing Organizations and Organizing and Organizations.
Notable for his progress from ‘New Blood’ in the European Journal of Marketing (N.C. Smith, ed.; 1987, 21 (9)) to academic footnote (O'Donohoe, ‘Postmodern poachers: young adult experiences of advertising’, unpublished PhD thesis, University of Edinburgh, 1994: ix) without an intervening career, Robert Grafton Small is now equally at ease with the opportunities of early retirement. His pastimes currently involve doctors’ waiting rooms, backstreet bookshops and, in recognition of his honorary readership at Keele University, a long-term immersion in the everyday affairs of Glasgow and Glaswegians.
William P. Hetrick is Assistant Professor of Business in the Division of Social Science at Bethel College, Tennessee, USA. His research interests focus on consumer research and critical social theory. He has published articles in the Journal of Consumer Research, Rethinking Marxism and the Journal of Organizational Change Management. Additionally, he has participated in many conferences and symposia in the USA and abroad.
Morris B. Holbrook is the W.T. Dillard Professor of Marketing in the Graduate School of Business at Columbia University, New York, USA. Holbrook received his MBA and PhD in Marketing from Columbia University. Since 1975, he has taught courses at the Columbia Business School in such areas as marketing strategy, sales management, research methods, consumer behaviour, and commercial communication in the culture of consumption. His research has covered a wide variety of topics in marketing and consumer behaviour, with a special focus on issues related to communication in general and to aesthetics, semiotics, art, entertainment and stereography in particular.
David Knights is Professor of Organizational Analysis and Head of the School of Management at Keele University, UK. He obtained his master's and doctorate at Manchester University and has previously held chairs in the University of Nottingham Business School and the Manchester School of [Page x]Management, UMIST. His current research, largely funded by ESRC grants, is in innovation, education, BPR, virtual markets and bank fraud. He is co-editor of the international journal Gender, Work and Organization and is on the editorial board of several journals. Recent books include Managers Divided: Organisational Politics and Information Technology Management (with F. Murray, 1994), Regulation and Deregulation in European Financial Services (with G. Morgan (eds), 1997) and Financial Service Institutions and Social Transformations: International Studies of a Sector in Transition (with T. Tinker (eds), 1997).
Gilles Laurent is Professor of Marketing at Groupe HEC, a leading business school in France. He received his PhD from MIT, in Management Science. He has published papers in the Journal of Marketing Research, Management Science, Marketing Science, International Journal of Research in Marketing and other outlets. He is a former editor of the International Journal of Research in Marketing. He has been a guest editor for special issues of Recherche et Applications en Marketing, Decisions Marketing, International Journal of Research in Marketing and Marketing Letters. He has published three books, the most recent being Research Traditions in Marketing, edited with Gary Lilien and Bernard Pras, which is a basis for the contribution in this volume. His research interests are diverse and his publications relate to maths programming, consumer involvement, awareness scores, loyalty, and (too) many other topics.
Hector R. Lozada (PhD, University of Kentucky, USA) is Assistant Professor of Marketing at Seton Hall University. He teaches undergraduate Consumer Behavior and Marketing Research, and graduate International Marketing and Marketing Strategies. His research focuses on three main areas: consumer research, marketing strategy and innovation, and green marketing. He has published articles in the Journal of Consumer Research, Journal of Managerial Issues, Journal of Business & Industrial Marketing, and Journal of Euromarketing. Additionally, he has presented papers in various conferences and symposia in the USA and elsewhere.
Pamela Odih (PhD, University of Manchester Institute of Science and Technology, UK) is a Research Associate at Nottingham University Business School, UK. Her research focuses on four main areas: consumer research, gender studies, media and culture studies and postmodernity. Gendered time and its bearing on consumption and wider gender relations is her specialist area. Recent publications include ‘Gendered time in the age of deconstruction’, Time and Society, Spring 1999.
Bernard Pras is Professor and Director of the Research Centre DMSP at the University of Paris Dauphine, and Professor at Essec, France. He holds a DBA degree from Indiana University, USA, and a PhD in economics from the University of Paris, France. He is the founding President of the French [Page xi]Marketing Association (Association Française du Marketing). His fields of interest are consumer behaviour and international marketing. He has published several books and articles in major journals.
Mike Saren is Professor of Marketing at the University of Strathclyde. He is currently working on a number of research projects including an EC funded investigation into new product development processes. His other research interests cover the areas of the strategic marketing of technology, relational approaches to marketing, and marketing theory. In the past he has secured research funding from both public and private sectors including the EC, ICL, ESRC and SERC. His work has been published in many academic management journals in the UK, Europe and the USA, including the International Journal of Research in Marketing, Omega, British Journal of Management and Industrial Marketing Management.
Philip Stern is Lecturer in Marketing and Strategic Management at Warwick Business School, UK. His research and consulting are focused on the pharmaceutical industry and he is particularly interested in the prescribing perceptions and behaviours of general practitioners. He has worked in new product development and production management for Unilever and spent an enlightening period as a European Category Merchandiser for Avon Products.
Michael J. Thomas was appointed Professor of Marketing at Strathclyde University in January 1987. He is a consultant to the Know-How Fund (British overseas aid programme) and the United Nations Development Programme. He is particularly interested in the future of the marketing profession (and was National Chairman of the Chartered Institute of Marketing in 1995) and the role of marketing in economic development (he is a frequent visitor to Poland, Singapore, Hong Kong and Sri Lanka, as well as to the USA). He is the author of the Pocket Guide to Marketing, Gower Handbook of Marketing (4th edition) and CIM Handbook of Marketing Strategy. He sits on the editorial boards of the Journal of Marketing Management, Journal of International Marketing, Journal of Brand Management, International Marketing Review, Journal of Marketing Practice and he also edits Marketing Intelligence & Planning. He was recently awarded the Commanders Cross of the Order of Merit of Poland for his contribution to the economic transformation process in Poland. He is a member of the Board of Directors of the Alliance of Universities for Democracy.
Robin Wensley is Professor of Strategic Management and Marketing at the Warwick Business School, UK, and was elected Chair of Faculty of Social Studies in 1997. He is a member of the Senate of the Chartered Institute of Marketing. He has been involved with consultancy and management development with many major companies including British Telecom, Philips NV, ICL, IBM, Glaxo, Nestlé, Dynacast and Jardine Pacific. His research [Page xii]and consultancy interests include marketing strategy and planning, investment decision making and the assessment of competitive advantage. He is on the editorial board of the International Journal of Research in Marketing. His work has appeared in the Harvard Business Review, Journal of Marketing and Strategic Management Journal. He has twice won the annual Alpha Kappa Psi award for the most influential article in the US Journal of Marketing.
Hugh Willmott is Professor of Organizational Analysis in the Manchester School of Management at UMIST, UK. He is currently working on a number of projects whose common theme is the changing organization and management of work, including a project in the ESRC Virtual Society programme and an ICAEW funded study of strategic reorientation. His most recent books include Skill and Consent (1992, co-edited), Making Quality Critical (1995, co-edited) and Managing Change, Changing Managers (1995, co-authored). Making Sense of Management: A Critical Introduction (co-authored with Mats Alvesson) was published in 1996. Management Lives (co-authored with David Knights) is to appear in 1999. Hugh currently has served on the editorial boards of Administrative Science Quarterly, Organization, Organization Studies and Accounting, and Organizations and Society.
Richard Whittington is a fellow of New College, Oxford and Reader in Strategy and Deputy Director (MBA) of the Said Business School, University of Oxford, UK. His publications include Corporate Strategies in Recession and Recovery and What is Strategy - And Does it Matter? He is Associate Editor of the British Journal of Management and is on the editorial board of Organization Studies. He is currently involved in international research projects on strategy and structure in post-war Europe, and new organizational forms around the world. He has previously taught at the University of Warwick and Imperial College, London, and has been Visiting Professor at Groupe HEC, Paris.
Gerald Zaltman is the Joseph C. Wilson Professor of Business Administration at Harvard University, USA. His major research interests focus on buyer behaviour and on how managers use information in learning about markets. He has developed a new market research tool (ZMET), which is now being used by corporations for understanding the mental models underlying customer and manager thinking and behaviour. He has published widely in such journals as the Journal of Marketing Research, Journal of Marketing, Journal of Advertising Research, Knowledge, American Behavioral Scientist and Industrial Marketing Management. He is the co-author (with V. Barabba) of Hearing the Voice of the Customer.
The editors would like to thank Rosemary Nixon and Hans Lock at Sage for their help, support and general tolerance in the preparation of this manuscript. We would also like to acknowledge the encouragement and support of Sue Jones, as well for the thoughtful contribution she made to the Rethinking Marketing Symposium. Warwick Business School also provided funding to support the initial symposium. To Geoff Easton and Luis Araujo we must say thanks for providing the facilities and hospitality of the University of Lancaster during our periodic progress meetings at a place halfway between Glasgow and Birmingham. As Luis himself remarked, he will be glad, as we will too, to finally have a copy of the famous book to hand, having some idea of how many sandwiches, bananas, coffee, orange juice, and other items were consumed to get it into print.[Page xiv]