DOCSLIB.ORG

Marketing As Constructive Engagement

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Marketing As Constructive Engagement Loyola University Chicago Loyola eCommons School of Business: Faculty Publications and Other Works Faculty Publications Fall 2007 Marketing as Constructive Engagement Clifford J. Shultz Loyola University Chicago, [email protected] Follow this and additional works at: https://ecommons.luc.edu/business_facpubs Part of the Business Commons Recommended Citation Shultz, CJ. "Marketing as constructive engagement" in Journal of Public Policy & Marketing 26(2), 2007. This Article is brought to you for free and open access by the Faculty Publications at Loyola eCommons. It has been accepted for inclusion in School of Business: Faculty Publications and Other Works by an authorized administrator of Loyola eCommons. For more information, please contact [email protected]. This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License. © American Marketing Association, 2007. Marketing as Constructive Engagement CliffordJ. ShultzII Thepurpose of this essayis to provokea morecomprehensive, historically accurate, and meaningful definitionof marketing.Toward that outcome, the authorintroduces a frameworkfor marketing that arguesfor constructive engagement with a complex,conflicted, and increasinglyinterdependent world in whichmarketing can andshould play an importantrole. The framework offers a newsynthesis commensuratewith ideals generally espoused in macromarketing.An illustrationbased on longitudinal studyof Vietnamis shared,with implications for current global affairs and withnew directions for meaningfulmarketing research and practice. The two mostrecent definitions of marketing,as posited involvementin Vietnam.I concludewith some discussion by thoughtfulmembers of the AmericanMarketing of broaderimplications. Association(AMA) in 2004 and2007, havegenerated If thepremise is acceptedthat the current definition is too considerablediscussion about the nature,scope, and foci of microscopic,it mustalso be concludedthat it is not suffi- marketing.1The 2004 definitionis neitherfully embraced ciently macroscopic.What exactly does it meanto orient by AMA membersnor uniformly adopted by othermarket- toward(macro)marketing? At the requestof Greg Gund- ing organizationsand associations around the world,where lach, LaurenBlock, and Bill Wilkie,I spenta substantial some of the most compelling marketingactivity now amountof timetrying to answerthat question, as I prepared unfolds.Thus, in 2007,the AMAproposed a reviseddefini- to write a chapteron macromarketingfor theirnew book tion.My own takeon bothdefinitions, though I believethat Explorations of Marketing in Society (2007). It soon they are useful to the practiceof marketingmanagement, became apparentthat the long history of marketsand mar- with someorientation to societalissues, is thatthey aretoo ketinghas been a largelymacromarketing narrative; only microscopic,do not coincideparticularly well withhistori- recentlyhas marketingbecome more micro and perhaps cal interpretationsof marketing,and ultimately (tragically?) even atomistic(see, e.g., Wilkie and Moore 1999, 2003, limitthe potentialimpact of marketingon someof the most 2006).2 This observationleads to other questions:For pressing challenges. In this essay, therefore,I briefly example,why does (macro)marketinginclude the prefix remindreaders of somehistorical roots and foci of market- "macro"?Why does the currentdefinition shared by the ing andintroduce a conceivablealternative definition and a AMAnot include"micro"? Given marketing's roots and its (macro)marketingsynthesis for constructiveengagement. I long history,shouldn't macromarketing be viewed simply also providea briefapplication of this synthesis,using his- as marketing;at the very least, shouldn'tany definitionof torical and evolving U.S.-Vietnamrelations and Nike's marketingmore clearly delineate a macroagenda? In light of possibleanswers to thesequestions, and with considera- 1The2004 definitionis as follows: "Marketingis an organizational tion for the systemicallycomplex and global challenges, a functionand a set of processesfor creating, communicating, and delivering plausibleand usefuldefinition of marketingmight read as valueto customersand for managingcustomer relationships in waysthat follows: benefit the organizationand its stakeholders."The 2007 workingdefinition is as follows: "Marketingis the activity, conducted by organizationsand Marketingis a form of constructiveengagement-a societal individuals, that operates through a set of institutions and processes for functionand a systemicset of processesfor creating, communi- creating, communicating,delivering, and exchanging marketofferings that cating,and delivering value to customersand for managing cus- have value for customers, clients, marketers,and society at large." This tomerand societalrelationships in ways thatbenefit local and article was written before the wide dissemination of this most largely globalstakeholders of theseprocesses. recently proposedworking definition, and thoughthis definition is more in line with ideas expressed here, I still believe that it limits marketing's Next, I detail my rationalefor this alternativedefinition, or potential impact and falls short of other potentially more macro and some definition. societal-centricdefinitions, for reasons articulatedin the text. similarly expansive CliffordJ. ShultzII is a professorand Marley Foundation Chair, ASU 2Manyscholars have struggledand still struggle to define macromarket- In the cited I shared several definitions MorrisonSchool of Managementand Agribusiness,Arizona State ing. previously chapter, popular Bartels and Jenkins 1977; Dixon 1979; Fisk 1981; Hunt 1981; Meade and is editor of the of (e.g., University, Journal Macromarketing(e-mail: and Nason 1991; Shawver and Nickels 1979) and perspectives on histori- [email protected]).The authorthanks RogerDickinson, Sanford Gross- cal development of the field and its formative conceptualizations(e.g., bart, GregGundlach, Morris Holbrook, Tony Pecotich, Stan Shapiro, Alderson 1957; Bartels 1965; Breyer 1934; Fisk 1967; Gretherand Hol- and Hancock Jones and Moniesen Bill Wilkie,and the anonymousJPP&M reviewers for thoughtfulcom- loway 1967; Holloway 1964; 1990; Shaw Sheth and Gardner Slater ments on iterationsof this The author the Schumpeter 1934; 1916; 1982; 1968; prior essay. acknowledges Vaile, Grether, and Cox 1952; Wilkie and Moore 1999, 2003). I also supportof the MarleyFoundation. Readers may contact the author included some interpretations and literature beyond marketing (e.g., for an unabridgediteration of this essay. Danziger and Gillingham 2005; McMillan 2002; Polo 1958; Thucydides 1972 [circa 431-424 BC]). c 2007, AmericanMarketing Association ISSN:0743-9156 (print),1547-7207 (electronic) 293 Vol.26 (2) Fall2007, 293-301 This content downloaded from 147.126.10.37 on Wed, 22 Oct 2014 12:55:04 PM All use subject to JSTOR Terms and Conditions 294 Marketingas ConstructiveEngagement (Macro)marketing of stakeholdersin a marketingsystem not only now but also for futuregenerations. As I suggested, the ideas of the (macro)marketingdisci- Distillation of the broad and varied literature reveals if not the name, have existed for millen- pline, necessarily (macro)marketingas an amalgam of markets, marketing nia. Indeed, of essen- prior conceptualizations marketing practices, and marketingsystems; aggregationsin the forms seem to be what scholars would now tially many largely of units, consumers, firms, governments or other organiza- view as At this it be macromarketing. juncture, might help- tions, societies, regions, countries, and global alliances; ful to address the micro and macro briefly alleged social traps and commons dilemmas; and, now, subspecial- I do not believe that a dichotomy. dichotomy actually izations that address competition and markets, develop- because all activities exists-precisely micromarketing ment, ethics or distributivejustice, global policy, the envi- occur within and thus derive from some meaning larger ronment, history, quality of life, and relevant ideas from Hunt 1981; 2007; marketing system (see, e.g., Layton myriad other disciplines. On reflection, the term "macro" Lusch the extent of 2006)--though broadly meaningful may understatethe orientation;perhaps "iibermarketing" is from could be rea- impact any particularmarketing activity more fitting. Nevertheless, comprehensive, eclectic, and debated. Therefore, I have chosen to sonably deliberately inclusive conceptualizations,methods, practices, and defin- use the word ratherthan in "marketing" "macromarketing" itions are useful in the complex world of dilemmas in which the title of this essay and to reinforce some shortcomingsof Homo marketusnow dominates. the current note that I use the definition; occasionally par- Consider a brief list of public policy topics relevant to enthetical attachment before "(macro)" "marketing." globalization; environmentalism;energy; traf- is a recent acade- marketing: So, althoughmacromarketing relatively ficking of weapons, people, drugs, and nuclear materials; mic and remains a somewhat nebulous construct, discipline cartels and malevolent alliances; religious and cultural the essence of markets and and their on marketing impact intolerance;intellectual property rights; economic transition societal welfare are old as Indeed, our humanity. species and/or development; public health crises (e.g., poverty, be described as Homo marketus perhaps should (Shultz malnutrition, contaminated water, homelessness, malaria, We are the animal. From the moment
Load more

Recommended publications
  • Evolution of Theory of Marketing – a Micro- and a Macroapproach
    ISSN 2449-7479 amme.wne.sggw.pl Annals of Marketing Management & Economics Vol. 1, No 1, 2015, 13–21 EVOLUTION OF THE THEORY OF MARKETING – A MICRO- AND A MACROAPPROACH Jaros áaw Go áĊ biewski Warsaw University of Life Sciences – SGGW, Poland INTRODUCTION The development of theory is not only the basis for the building of knowledge, but also for the academic standing of every discipline. Every discipline creates its own, spe- cific theories and applies them to analysis of a selected sphere of life or economy. In this regard, marketing is often perceived as a discipline [Mruk 2009] based on many theories borrowed from other disciplines, in particular economy, philosophy and psychology [Dietl 1985]. The fundamental challenge for marketing as a developing – although relatively young – discipline is to create its own, distinguishable theoretical basis. The debate on the theoretical basis of marketing has been going on for a long time, and there is no clear consensus among scientists. The main reason for disagreement in defining a common theo- retical basis is the varying views of what constitutes and defines this theory. The debate suggests that all of the theoretical foundations of marketing have been partial, focused only on selected characteristics of the object of study while disregarding others [Dietl 2004]. It seems that the research being conducted now in marketing refers more to methodological issues than to establishing a theoretical foundation of this science [Sagan 2005]. RESEARCH OBJECTIVE AND METHODOLOGY The main objective of this study is to do a review and a comparative analysis of marketing theories. Particular emphasis will be placed on presenting the nature and sig- nificance of marketing management and macromarketing theories in the structure of the theoretical foundations of modern marketing.
    [Show full text]
  • History of Marketing Thought
    SAGE LIBRARY OF MARKETING History of Marketing Thought VOLUME I Edited by Mark Tadajewski and D.G. Brian Jones (DSAGE Publications Los Angeles • London • New Delhi • Singapore Contents Appendix of Sources xi The History of Marketing Thought: Introduction and Overview Mark Tadajewski and D.G. Brian Jones xix Volume I Part I: The Development of Marketing Thought: An Overview 1. Pre-20th Century Marketing Thought 1. The Role of Marketing in Early Theories of Economic Development Donald F. Dixon 3 2. Emerging Macromarketing Concepts: From Socrates to Alfred Marshall Donald F. Dixon 18 3. Some Late Nineteenth-Century Antecedents of Marketing Theory Donald F. Dixon 34 4. Marketing as Production: The Development of a Concept Donald F. Dixon 53 5. Appraisal of Contributions to Marketing Thought by Late Nineteenth Century Liberal Economists F.G. Coolsen 65 6. The First Dialogue on Macromarketing Eric H. Shaw 106 2. Early Development of the Marketing Discipline 7. The First Decade of Marketing Literature PaulD. Converse VIA 8. Influences on the Development of Marketing Thought, 1900-1923 Robert Bartels 127 9. Early Development of the Philosophy of Marketing Thought D.G. Brian Jones and David D. Monieson 145 3. Historical Surveys of the Development of Marketing Thought 10. A History of Marketing Thought D.G. Brian Jones and Eric H. Shaw 165 vi Contents 11. Scholarly Research in Marketing: Exploring the "4 Eras" of Thought Development William L. Wilkie and Elizabeth S. Moore 209 Part II: The Pioneers of Marketing Thought 12. Early Teachers of Marketing H.H. Maynard 275 13. HContribution of Women to U.S.
    [Show full text]
  • Yuriy Robul, Doctor, Associate Professor at the Chair of Marketing and Business Administra- Tion at Odessa I.I.Mechnikov National University (Odessa, Ukraine)1
    MIND JOURNAL 6/2018 Yuriy Robul, Doctor, Associate Professor at the Chair of marketing and business administra- tion at Odessa I.I.Mechnikov National University (Odessa, Ukraine)1 DEVELOPMENT IN USING IT TECHNOLOGIES, MACROMARKETING DEVELOPMENT AND SOCIETAL CHANGES Abstract: At the macro level, marketing plays the role of the supply system of a market economy. The basic concept of macro marketing is that of a market system. Macro marketing has traditio­ nally viewed market systems as drivers of economic development and wealth growth. Thus, marketing is seen as a driving force of economic development and, as such – of changes in societal systems. An important part of the development of marketing systems is related to the development of information technology. Thus, it seems interesting to find out the connec­ tions in the triangle “information technologies – marketing – welfare”. The focus of this paper is the study of the correlation between the factors indicative of the development of marketing systems, information technologies and the level of welfare. Correlation analysis of data for 58 countries of the world shows that there is a statistically significant correlation between the level of technological development, the degree of Internet penetration, level of economic development and the index of sustainable development. How­ ever, the degree of correlation between the indicators of technological development, the level of Internet penetration, the level of economic development and well-being, on the one hand, and the indicator of sustainable development of societal systems, on the other hand, is insigni­ ficant. This result can be attributed to a supposed by some scholars contribution of marketing to a growing entropy of societal systems.
    [Show full text]
  • Male Breadwinner Ideology and the Inclination to Establish Market Relationships
    University of Nebraska - Lincoln DigitalCommons@University of Nebraska - Lincoln Marketing Department Faculty Publications Marketing Department (CBA) 2016 Male Breadwinner Ideology and the Inclination to Establish Market Relationships: Model Development Using Data from Germany and a Mixed-Methods Research Strategy Michaela Haase Freie Universität Berlin, [email protected] Ingrid Becker Friedrich-Alexander-Universität Erlangen-Nürnberg, [email protected] Alexander Nill University of Nevada, Las Vegas, [email protected] Clifford J. Shultz II FLoyolololaw U nthiivers sitandy C haicddagoit,ion cshalultz@luc works.e adut: http://digitalcommons.unl.edu/marketingfacpub JamesPa rWt of. Ge thentrAdvy ertising and Promotion Management Commons, Business Administration, UMnaivnerasitgeyme of Nnetbr, aasndka– OLipencorlant, ionjgenstr [email protected], Business and Corporate Communications Commons, Gender and Sexuality Commons, Marketing Commons, Organizational Behavior and Theory Commons, Other Social and Behavioral Sciences Commons, Politics and Social Change Commons, Sales and Merchandising Commons, Social Policy Commons, and the Social Psychology and Interaction Commons Haase, Michaela; Becker, Ingrid; Nill, Alexander; Shultz, Clifford J. II; and Gentry, James W., "Male Breadwinner Ideology and the Inclination to Establish Market Relationships: Model Development Using Data from Germany and a Mixed-Methods Research Strategy" (2016). Marketing Department Faculty Publications. 36. http://digitalcommons.unl.edu/marketingfacpub/36 This Article is brought to you for free and open access by the Marketing Department (CBA) at DigitalCommons@University of Nebraska - Lincoln. It has been accepted for inclusion in Marketing Department Faculty Publications by an authorized administrator of DigitalCommons@University of Nebraska - Lincoln. Published in Journal of Macromarketing 36:2 (June 2016), pp 149-167. doi 10.1177/0276146715576202 Copyright © Michaela Haase, Ingrid Becker, Alexander Nill, Clifford J.
    [Show full text]
  • Journal of Marketing Education
    Journal of Marketing Education Special Issue Call for Papers: Hacking the System: Sustainability and Macromarketing in Marketing Education Submission Deadline: 15 January, 2021 This special issue of the Journal of Marketing Education students, faculty, and administrators. For this special seeks to motivate and celebrate the infusion of issue on “Hacking the System: Sustainability and sustainability and macromarketing in marketing Macromarketing in Marketing Education,” we are open education. Situated at the intersection of marketing and to a wide range of manuscripts as exemplified by the society, collective wellbeing issues such as climate following types of papers. change, are underrepresented in marketing education (Weber, 2013). This is the domain of macromarketing: Potential topics for inclusion in the special issue are: the study of how marketing impacts society, and how the • Pedagogical examples of innovations addressing marketing system interacts with social systems and the sustainability and climate change as wicked environment (Hunt & Burnett, 1982; Layton, 2007). problems or in a holistic, concrete manner that These macromarketing issues can invoke controversy engage students, faculty and administration, and/or and a fearful future for humanity and our planet. the business community. However, hope can only manifest if we change our path • A reorientation to establish sustainability and/or and consider the environment and people with dignity macromarketing as a primary lens for guiding course (Lamberton, 2019). Such changes in thinking are within and/or content development. the remit of marketing education (Kemper, Hall & • Use and evaluation of experiential learning for Ballantine, 2019). It requires hacking the system to infuse macromarketing areas including sustainability, sustainability, climate change, and societal issues into ethics, vulnerability, base of the pyramid protection, marketing education.
    [Show full text]
  • A Macromarketing Perspective on Alternative Economies Mario
    Introduction to the Special Issue: A Macromarketing Perspective on Alternative Economies Mario Campana1 Goldsmiths, University of London – [email protected] Andreas Chatzidakis Royal Holloway, University of London - [email protected] Mikko Laamanen Grenoble Ecole de Management - [email protected] Abstract Alternative economies respond to the precarious conditions underpinning the everyday lives of individuals, and their lack of access to and scarcity of resources and competences. Recently there has been increasing interest in the field of macromarketing towards such alternative forms of exchange and marketplaces. Nonetheless, current understandings of alternative economies remain fragmented. The objective of this special issue is to advance our understanding of alternative economies and stimulate future research within this domain. Seven articles are included in this special issue of the Journal of Macromarketing. Each article presents forward- looking research exploring one of three aspects of alternative economies: (1) the paradigms used within alternative economies, (2) the institutional logics that guide action within these systems and (3) the implications to individuals, localities, markets, and society. The editors of the special issue briefly introduce the topic, provide a definition of alternative economies, and offer an overview of the articles and their contributions. Keywords: alternative economies, marketing systems, exchange, institutional logics, macromarketing 1 Authors are listed in alphabetical order 1 Alternative economies represent an essential part of “cultures of resistance” (Williams 2005) to the increasing commodification of everyday life. For authors such as Gibson-Graham (2006) and Williams (2005), dominant (capitalist) readings of the economy overemphasize profit-motivated, monetized market exchanges. Yet, there are various alternative spheres of activity which undermine the dominant economy model.
    [Show full text]
  • The Relationship Between Marketing Ethics and Corporate Social Responsibility: Serving Stakeholders and the Common Good Gene R
    Marquette University e-Publications@Marquette Marketing Faculty Research and Publications Marketing, Department of 1-1-2016 The Relationship Between Marketing Ethics and Corporate Social Responsibility: Serving Stakeholders and the Common Good Gene R. Laczniak Marquette University, [email protected] Patrick E. Murphy University of Notre Dame Published version. "The Relationship Between Marketing Ethics and Corporate Social Responsibility :Serving Stakeholders and the Common Good" in Handbook of Research on Marketing and Corporate Social Responsibility, edited by Ronald Paul Hill and Ryan Langan. Cheltenham, UK ; Northampton, MA : Edward Elgar, 2016: 68-87. Publisher link. © 2016 Edward Elgar. Used with permission. Source: Ronald Paul Hill and Ryan Langan (2014), Handbook ofResearch on Marketing and Corporate Social Responsibility, Edward Elgar, pp. 68-87. 3. The relationship betweep marketing ethics and corporate social-responsibility: serving stakeholders and the common good Gene R. Laczniak and Patrick E. Murphy Marketing ethics (ME) and corporate social responsibility (CSR) are related concepts that often cause definitional confusion among academ­ ics attempting to analyze social issues in marketing. The same linguistic obstacles confound public policy makers when they suggest regulatory adjustments to market sectors, especially when they invoke descriptors couched in ethical or socially responsible phraseology. Academic research­ ers also regularly struggle with the ME and CSR terminology due, in part, to confusion deriving from the 'level of analysis' that is being addressed, (manager's focus versus firm-centered orientation). The purpose of this chapter is to explore the concepts of ME and CSR, establish their relative relations.hip and, in so doing, develop deeper insights about how these two constructs strategically connect.
    [Show full text]
  • (2019) CCT Perspectives on Macromarketing: Introduction to the Special Issue
    Sandıkcı, Ö. and Kravets, O. (2019) CCT perspectives on macromarketing: introduction to the special issue. Journal of Macromarketing, 39(1), pp. 5-8. There may be differences between this version and the published version. You are advised to consult the publisher’s version if you wish to cite from it. http://eprints.gla.ac.uk/184396/ Deposited on: 17 April 2019 Enlighten – Research publications by members of the University of Glasgow http://eprints.gla.ac.uk CCT Perspectives on Macromarketing: Introduction to the Special Issue Ozlem Sandikci and Olga Kravets In recent years, several analyses of macromarketing phenomena employing a Consumer Culture Theory (CCT) orientation have appeared in the Journal of Macromarketing. These studies have addressed the topics including: 1) globalization and marketplace transitions in emerging markets (Eckhardt and Mahi 2012), 2) the political-economic and historical dynamics of market systems (Kravets 2012), 3) authenticity in the context of macromarketing (Kadirov, Varey and Wooliscroft 2013), 4) advertising, hedonic consumption, and symbolism in marketing (Kadirov and Varey 2011; McQuarrie and Statman 2016), 5) markets, brands and place interactions (Askegaard and Kjeldgaard 2007; Brown and Campelo 2014; Visconti, Minowa and MacLaran 2014), 6) consumer co-production and ethical economy (Arvidsson 2008), 7) power, governmentality, and marketing ideology (Fougere and Skalen 2012; Yngfalk and Yngfalk 2015), and 8) consumer communities (Sinclair 2016). While these studies illustrate the productive interaction between the two research domains, they also disclose a potential for further convergence and cross-fertilization. Interest in cultural aspects of consumption has increased significantly in the past decades. In the early years, culturally-oriented research aimed at extending the analytical focus beyond the pre-purchase and purchase stages to consumption experiences.
    [Show full text]
  • Scott Vitell, Ph.D
    Scott Vitell, Ph.D. Holder of the Phil B. Hardin Chair in Marketing Professor of Marketing and Pharmacy Administration Academic Background Ph.D. Texas Tech University, Lubbock, Texas, Marketing, 1986. Other Master of International Management American Graduate School of Int. Mgmt. (Thunderbird), Glendale, AZ, Marketing, 1969. M.B.A. Michigan State University, East Lansing, MI, Marketing, 1968. B.A. DePauw University, Greencastle, IN, Mathematics, 1967. Academic Experience Professor & Holder Phil B. Hardin Chair in Marketing, School of Business Administration, University of Mississippi (1997 - Present), University, Mississippi. Chair of the Marketing Department, School of Business Administration, University of Mississippi (2005 - December, 2016), University, Mississippi. Interim Chair of the Marketing Department, School of Business Administration, University of Mississippi (2003 - 2005), University, Mississippi. Associate Professor & Holder Phil B. Hardin Chair in Marketing, School of Business Administration, University of Mississippi (1994 - 1997), University, Mississippi. Visiting Associate Professor, University of New Orleans, Innsbruck - International Summer School (1996), Innsbruck, Austria. Visiting Associate Professor, University of New Orleans, Innsbruck - International Summer School (1994), Innsbruck, Austria. Associate Professor & Holder Starnes Lectureship in Marketing and Business Ethics, School of Business Administration, University of Mississippi (1991 - 1994), University, Mississippi. Visiting Associate Professor, University
    [Show full text]
  • Frameworks for Analysing Marketing Ethics Gene R
    Marquette University e-Publications@Marquette Marketing Faculty Research and Publications Business Administration, College of 1-1-1985 Frameworks for Analysing Marketing Ethics Gene R. Laczniak Marquette University, [email protected] Published version. "Frameworks for Analysing Marketing Ethics" in Marketing Ethics: Guidelines for Managers, edited by Gene R. Laczniak, Patrick E. Murphy. Lexington, Mass. : Lexington Books, 1985: 9-26. Publisher link. Reproduced by permission of Rowman & Littlefield All rights reserved. Please contact the publisher for permission to copy, distribute or reprint. 2 Frameworks for Analyzing Marketing Ethics Gene R. Laczniak he issue of ethics in marketing is a concern for marketing practition­ ers, educators, and researchers. Virtually every business manager T would agree that ethical implications are often inherent in marketing decisions. Particularly perplexing are some of the tough-question situations that can occur in which the degree of moral culpability in a specific case is subject to debate. Table 2-1 presents a few illustrations of such situations. The scenarios should be reviewed at this time since they will be used to illus­ trate various theoretical points made later in the chapter. The situations described in these scenarios deal with the areas of distribution I retailing, pro­ motion, product management, pricing, and nonbusiness marketing. Thus, almost every area of marketing strategy can pose serious ethical questions. Over the years, marketing writers have tried to address some of the ethical concerns stemming from the practice of marketing. A literature review on the topic of marketing ethics (Murphy and Laczniak 1981) identified and discussed nearly 100 articles, papers, and books that include commentary re­ lated to specific ethical dimensions of marketing.
    [Show full text]
  • Journal of Macromarketing
    Journal of Macromarketing http://jmk.sagepub.com/ Macromarketing Issues on the Sidewalk How ''Gleaners'' and ''Disposers'' (Re)Create a Sustainable Economy Valérie Guillard and Dominique Roux Journal of Macromarketing published online 15 January 2014 DOI: 10.1177/0276146713518562 The online version of this article can be found at: http://jmk.sagepub.com/content/early/2014/01/15/0276146713518562 Published by: http://www.sagepublications.com On behalf of: Macromarketing Society Additional services and information for Journal of Macromarketing can be found at: Email Alerts: http://jmk.sagepub.com/cgi/alerts Subscriptions: http://jmk.sagepub.com/subscriptions Reprints: http://www.sagepub.com/journalsReprints.nav Permissions: http://www.sagepub.com/journalsPermissions.nav >> OnlineFirst Version of Record - Jan 15, 2014 What is This? Downloaded from jmk.sagepub.com at UPEC on January 17, 2014 Article Journal of Macromarketing 1-22 ª The Author(s) 2014 Macromarketing Issues on the Sidewalk: Reprints and permission: sagepub.com/journalsPermissions.nav How ‘‘Gleaners’’ and ‘‘Disposers’’ DOI: 10.1177/0276146713518562 (Re)Create a Sustainable Economy jmk.sagepub.com Vale´rie Guillard1 and Dominique Roux2 Abstract The aim of this research is to show that though French public policy advocates sustainable development, it unwittingly deters non-institutionalized sustainable practices. To illustrate this paradox, this research focuses on bulky item collection and the urban gleaning to which it gives rise. A qualitative study shows that urban gleaning comes into conflict with the hygiene norm that pre-exists concerns about sustainability. To ease these tensions and authorize themselves to glean, gleaners draw on a repertoire of justifications around sustainability that condemns waste and attributes altruistic intentions to disposers.
    [Show full text]
  • Macromarketing and International Trade: Comparative Advantage Versus Cosmopolitan Considerations” Journal of Macromarketing, 22(1): 32- 56
    1 Ellis, P.D. & A. Pecotich (2002), “Macromarketing and international trade: Comparative advantage versus cosmopolitan considerations” Journal of Macromarketing, 22(1): 32- 56. Macromarketing and International Trade: Comparative Advantage versus Cosmopolitan Considerations Paul Ellis Associate Professor Dept. of Business Studies, Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong. Tel: (852) 2766 7108; Fax: (852) 2765 0611, Email: [email protected] Anthony Pecotich Associate Professor Department of Information Management and Marketing, The University of Western Australia, Crawley, Western Australia 6907, Tel: (6189) 380 2892; Fax: (6189) 380 1004 Email: [email protected] September 2001 ABSTRACT Within the context of international trade the case study method is used as an analogue of a natural experiment to contrast the economic concept of “comparative advantage” with the social network “cosmopoliteness” construct. Specifically, a conceptual reconciliation between these macro/micro theories is developed and then rival propositions are derived pertaining to the initiation of new export ventures. These alternative explanations are juxtaposed in an empirical setting and this not only provides an approximation of a “crucial test” but also demonstrates the rather unusual situation (in marketing) of hypothesis testing with the qualitative case study method on macro to micro translations. The findings favored the social exchange cosmopolitan explanation and led to the rejection of the hypothesis derived from comparative advantage. 2 INTRODUCTION In the introduction to their article on “Methodological Issues in Macromarketing” Venkatesh and Dholakia (1986, p.36) state that although macromarketing is now accepted as a “legitimate” field of enquiry and while the debate “as to what constitutes macromarketing” continues, “we can expect a growing discussion on how to deal with methodological and measurement issues.” Yet, as they recognize, the two issues are inexorably linked and one delimits and defines the other.
    [Show full text]