Skip to main content

A marketing paradox

Buy Article:

$46.50 plus tax (Refund Policy)

Abstract:

Purpose ‐ The purpose of this paper is to explain and discuss a paradoxical tension in the practice of marketing and the consequent dilemmas posed for practitioners in general and planners in particular. Design/methodology/approach ‐ A "Viewpoint" contribution, with implicit permission to "think aloud." Informed opinion and logical argument are in this case founded on but not exclusively derived from the existing research-based marketing literature, plus selected transfer of principles from other disciplines. Findings ‐ The paradox is that, by concentrating on the contribution of accepted theory and principles to practice, in fact intellectual and conceptual progress might be hindered. A way out of this dilemma is to shift the focus from marketing-as-content (doing) to marketing-as-questioning (thinking). A new working definition emphasizes the value of this focus and the benefits of equal participation in the process by both academics and practitioners. Practical implications ‐ A route map is offered for productive collaboration across the much-discussed academic-practitioner gap, which should lead to mitigation of the constraining (hindering) effect of the conventional wisdom and the way it is applied to strategy. Originality/value ‐ The paper presents a point of view, to stimulate lateral thinking and alternative positions. It shifts the focus from "what" to "how" and "why" and exhorts academics and practitioners to move in the same direction together.

Keywords: Marketing; Marketing decision making; Marketing management; Marketing philosophy; Thinking

Document Type: Research Article

DOI: https://doi.org/10.1108/02634500710834142

Publication date: 2007-10-30

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more