The Marketing Reformation Redux
The Marketing Reformation Redux
If we want to understand the impact of marketing on society, there is a great need for marketing scholars and practitioners to become more reflexive. This reflexive moment, which has helped many other scholarly disciplines mature, will involve questioning the nature of what we know, the manner of our knowing, the values underlying our knowing, and the implementation of that knowing. The major premise guiding this reflexion is that marketing is an ideological screen, rather than simply a set of techniques. It is a way of knowing and arranging the world that reinforces and alters social structure (class, ethnicity, gender, life course, core/periphery relations) over time. Taming and harnessing this force requires that the theoretical assumptions and practical consequences of marketing be inventoried and assessed on a regular basis, so that dysfunctional conventional wisdom is not perpetually recycled.
Keywords: marketing theory, reflexivity, philosophical foundations, epistemology, ethics
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